Brands increasingly turn to celebrity endorsements to captivate audiences, leveraging star power to enhance credibility, amplify reach, and tap into the ever-growing trend of influencer-driven marketing.
Having stars like Rihanna, Margot Robbie, or Dua Lipa endorse a product allows brands to create a sense of credibility and authenticity, ultimately driving customer loyalty.
2024 saw many brands tap into the celebrity endorsement goldmine, generating buzz and elevating their status in the market.
How Celebrity Endorsements Shaped Branding in 2024
We looked at some of the biggest celebrity-brand collaborations of the year and what we can learn from them.
To do this, we compiled a list not based on a predetermined ranking system but on campaigns that generated significant public interest on social media.
While social media buzz doesn’t guarantee conversions, these collaborations show how smart branding moves can ignite cultural moments and drive engagement.
1. Rihanna for Dior’s “J'adore” line
- Release date: Sep 1, 2024
- YouTube views: 2,900,085
- Celebrity followers on Instagram: 150 million
“J'adore, The Film” opens with Rihanna in a chic black outfit paired with a cap as she walks through an elaborately designed golden gate, goes up the stairs, and enters a plush room.
Changing into a luxurious gold gown with equally stunning jewelry, she elegantly models her glamorous look throughout the mansion, showcasing each piece of the garment as her single “Love On The Brain” creates a romantic atmosphere.
We then see her walking through a lake, only a few inches deep, as she says: “Your dreams, make them real,” before the campaign card and words “J’dore” — which is French for “I Love” — pop up.
Dior is already a well-known and established brand, but celebrity endorsements like Rihanna's reinforce the sense of luxury and empowerment that its products aim to provide.
2. Bella Ramsey for Apple
- Release date: Sep 13, 2024
- YouTube views: 334,410 + 5,220,104 + 5,841,379
- Celebrity followers on Instagram: 3.3 million
For its new iPhone 16 Pro, Apple reeled in "The Last of Us" actress to star in a series of ads released earlier this year.
Each spot features Ramsey in three awkward situations that put Apple Intelligence's new capabilities to the test.
From creating a movie in memory of her sister’s beloved pet fish, helping her get caught up on emails to reminding her of the forgotten name of someone she went on a date with, each spot showcases all the different uses of Apple’s AI.
Having a celebrity tap into everyday situations while showing solutions is an effective way to make advanced technology feel relatable and accessible.
Using real-life yet humorous scenarios to showcase the product’s practicality makes it easier for consumers to see how Apple's new features can help them daily.
3. Margot Robbie and Jacob Elordi for Chanel No. 5
- Release date: Oct 14, 2024
- YouTube views: 2,690,119
- Celebrity followers on Instagram: Margot Robbie (3.1 million), Jacob Elordi (deactivated)
The latest N°5 film follows the story of two lovers' missed connections in California.
Robbie texts her supposed lover, Jacob Elordi, that she will “see him at five," while Elordi, sitting on a deck by a lake, receives it and decides to drive to her.
However, they end up passing each other on the highway. Robbie finally arrives at her lover’s house, and he at hers, only to find the other gone.
The cinematic commercial questions whether the rendezvous is waiting at the end of the journey, or is it the journey itself.
In the case of Chanel, Robbie’s classic elegance adds to the allure of the brand. This type of modern branding relies on partnerships that feel natural to ensure authenticity — ultimately resonating better with the target audience.
4. John Travolta for Capital One
- Release date: October 31, 2023, relaunched on Oct 29, 2024
- YouTube views: 97,874
- Celebrity followers on Instagram: 5.4 million
The Bee Gees’ “Stayin’ Alive” takes on a whole new meaning in Capital One’s “Holiday Night Fever” spot with the award-winning actor.
The commercial starts with Travolta, dressed as Santa Claus, strutting into action to the tune of the famous song, recognizable anywhere.
He buys cookies and boots using the tap feature on his Capital One card, and lights up a Christmas tree (featuring a Capital One billboard in the background), before he is seen in a club, enjoying a glass of milk, classic Santa style.
He ends the spot with a jig on the dancefloor as a nod to his 1977 career-defining role in "Saturday Night Fever," before pointing his finger and asking viewers: “What’s in your wallet?”
Using unexpected twists in storytelling encourages viewers to keep watching, engaging, sharing, and revisiting the campaign
Blending three pop culture staples — the song, the movie, and the actor — with a fresh take on Santa Claus creates not only entertainment value, but also a memorable and lasting impression.
For Capital One, this strategy seems to be a hit. Travolta first donned the Santa suit in their 2020 holiday ad, featuring his "Pulp Fiction" co-star Samuel L. Jackson, proving the enduring appeal of this creative approach.
5. Dua Lipa for Porsche
- Release date: Jul 24, 2024
- YouTube views: 7,474,646
- Celebrity followers on Instagram: 87.4 million
In “Dua Lipa for Porsche | The all-electric Macan,” Dua Lipa explains how she would direct a Porsche ad.
Standing in a showroom by the same car she’s showcasing and surrounded by people, she starts: “Okay, so I’m in the car.”
The shot pans to her driving in different scenarios — from rainy nights to desert tracks — being chased for “cool car shots," and enjoying the ride with all of her friends.
She ventures onto a race track because you know, it's Porsche, followed by drama as she runs away from her supposed wedding, tins clamoring on strings behind the car as she makes her getaway.
The spot even features a pregnant Dua Lipa in the back of the car en route to the hospital, driven by another version of herself.
Dua Lipa’s strong online presence garnered over 7 million views on YouTube for the ad, amplified by her behind-the-scenes brand messaging on her online channels.
View this post on Instagram
The ad's success underscores the impact of combining high-energy storytelling with the global star power of Dua Lipa.
By harnessing her massive digital influence and weaving a narrative that fuses luxury with bold individuality, Porsche not only captured widespread attention but also solidified its brand's relevance and appeal to a contemporary, diverse audience.
Honorable Mentions
On top of these standout campaigns, other creative collaborations that left a lasting impression this year include:
Kim Kardashian and Jimmy Fallon for Beats
- Release date: Aug 12, 2024
- YouTube views: 116,803
- Celebrity followers on Instagram: Jimmy Fallon (27.3 million), Kim Kardashian (359 million)
The Beats by Dre campaign spans various channels and concepts, including YouTube spots, teasers on social media, and Kardashian’s appearance on Fallon’s talk show to add to the drama of them competing against each other for a headset collab.
In “Kim v Jim,” Fallon and Kardashian go head-to-head in the Beats office, where the marketing team is won over by Kardashian’s choice of style.
Fallon responds to the challenge by reaching out his hand to her and saying, “May the best person win,” but she doesn’t accept, and thanks him, stating that she will.
The comical situation tapped into the social trend of humorous rivalries, targeting a wide audience across different age groups and platforms.
Combining influencer marketing with humorous storytelling not only resonates with fans but boosts engagement, shareability, and brand awareness.
This is why partnering with the right influencer marketing agency is key to ticking all the boxes for a successful celeb-driven campaign.
NFL Legend J.J. Watt for DICK'S Sporting Goods
- Release date: Nov 6, 2024
- YouTube views: 149,664
- Celebrity followers on Instagram: 4.4 million
What would you do if you were stuck inside a shopping center, at night, all alone?
In “A Watt Holiday Classic,” the NFL defensive end is “miscounted” while on a family trip to the store, an homage to the classic Christmas movie “Home Alone."
After J.J. realizes that he “made his family disappear,” he proceeds to rollerblade, make messes, and play with the mannequins the same way Kevin did in “Home Alone” before his family finally realizes they left him behind.
The “Home Alone” inspired spot offers a touch of nostalgia and familiarity, resonating with audiences across generations.
Pairing this nostalgic theme with J.J. Watt's playful antics adds a modern and relatable twist, making the ad both entertaining and memorable.
Key Takeaways
The campaigns listed here are but a few of many brands that tapped into star-studded showcases to connect with consumers for their spots.
So, what’s the lesson?
- First, finding the right influencer can make or break your campaign. Even if a celebrity is famous and has tens of millions of followers, if they're not fit for your brand, then chances are it won't work.
- Second, the story you tell in your spot must reflect your brand identity, effectively. Whether using elements of humor, nostalgia, or romance, everything has to come together in a way that makes sense for the target audience.
- And third, the campaign should evoke an authentic emotional connection with viewers. Beyond just showcasing a product, the narrative should align with both the audience and the brand’s values and aspirations, making the message both relatable and memorable.
Celebrity endorsements offer immense potential, but true success lies in pairing the right influencer with a compelling, authentic story.
When done right, these elements come together to craft campaigns that captivate and leave a lasting impact.
