Vibe check: choosing the right talent
As I’ve told every recent grad I’ve spoken to, advertising is an industry based off vibes. Can you pick up on the vibe, and can you match it? At my first ever real copywriting job I pored over briefs and audience segments for Chinet’s marketing, but nothing stuck until I realized that what they wanted was a Pinterest-mom-tablescape, seasonal-decorative-tea-towel-pun, Hobby-Lobby-wooden-sign style of writing.
Every brand voice is a vibe to be matched. Choosing the right talent can communicate everything you need to know about the brand’s persona through the shorthand of celebrity.
Charli XCX for Nothing
In a sea of similar-looking smartphones and accessories, NOTHING has dared to shake things up. They’re a classic challenger brand that is actually making tech feel fun again. playing with transparent design and limited-edition designs that actually take fans’ opinions onboard. And who better to embody this “rebellious creativity” than Charli XCX.
The vibe: a little counter culture, a little industrial, exceptionally different than everyone else. Charli has the vibe of the first to drive a new trend and the last to leave a great party, and this partnership positions NOTHING as the brat of the tech world.
Sophie Turner for St. Germain
Every brand wants fans to know their name, but it’s doubly important in the spirits world. I saw this firsthand while working for Kahlua at the height of the espresso martini boom. Unless people remember and “call” that brand, there’s no way to turn a trending cocktail into more bottles sold. St. Germain seems to be in a similar spot last year with the rise of the Hugo Spritz, wanting to showcase their vibe as a vintage-inspired, light-and-breezy favorite. Who better to tap for a cheeky beveragino than Sophie Turner?
The vibe: Bubbly, beachy and undeniably British. Whether you know Sophie Turner as the Queen of the North or the next Lara Croft, she’s built a persona that’s equal parts posh and powerful. She’s grown up, single and ready for a little fun, just as St. Germain wants to be seen.
Do you agree? Is there a hot new celeb spokesmodel that deserves to be on this list? Drop me a line and let me know.