DON’T LOOK A GIFT BAG IN THE MOUTH
During the Emmy Awards on Sunday night, Conan O’Brian made mention of the fact that presenters would be required to pay taxes on the gift bags they received. According to Conan, the bags, which had been valued at $51,000.00, included $1,000.00 in merchandise and a “$50,000.00 gift certificate to the Olive Garden.”
Holy swag Batman…$51,000.00?!?!?! I thought that was an exorbitant amount until I read on CNN.com that the gift bags given to presenters at the Oscars last year were valued at over $100.000.00. CNN mentioned that this year’s Emmy bags contained, among many other essential items, a set of cultured pearls and a gold plated cell phone. Who really needs a gold platted cell phone except perhaps a rapper who wants it to match his gold plated teeth and the gold plated rims on his Escalade?
Why would manufacturers give away that much costly merchandise to celebrities? Apparently, the answer is that it could amount to a celebrity endorsement of their product. And when it comes to paying for celebrity endorsements, several thousand dollars of merchandise given to celebrities on an awards show is…cheap. Nokia is quite happy to give 50 Cent that gold plated cell phone simply on the off chance that he might use it to “blast yo’ bitch ass” on his next video.
I find this incredibly intriguing. After I heard about the gift bags I asked myself, “would I really use a particular product or wear a particular piece of clothing just because a celebrity told me I should?” I think it depends on the celebrity. If
I think most people would say that they are not influenced by celebrity endorsements, but the numbers say they’re lying. Tiger Woods last endorsement deal with Nike was worth 100 million dollars. 100 million dollars buys a lot of friggin tennis shoes my friends. Nike doesn’t stop there, though. They also have endorsement deals with Andre Agassi, Pete Sampras, Lance Armstrong, and Olympic sprinter Marion Jones.
Nike is not going spend half a billion dollars on celebrity endorsements unless they are getting a full return on that investment, so A LOT of people buy stuff because celebrities tell them too.
On a side note…you can always measure the current status of a celebrities’ career by what it is they are endorsing; Celine Dion endorses Chrysler while Dionne Warwick endorses the psychic hotline. ’Nuff said.
So, I ask you: Do you drink Pepsi because Michael Jackson set his hair on fire for it? Would you eat a Big Mac because Kobe Bryant said he was loyal to it? Would you pick a personal injury attorney because William Shatner said you should boldly go to the law offices of Ernest Whiplash?
Madison Avenue is betting you will.