As they write, “the plot of Sofia Coppola’s 2003 film, Lost in Translation, follows a movie star played by Bill Murray as he films a commercial in Tokyo to avoid lowering his status in Hollywood. That ploy certainly wouldn’t work today — and it certainly wouldn’t be necessary.
Matthew McConaughey’s Oscar-winning turn in Dallas Buyers Club coincided with a series of TV commercials for Lincoln. Charlize Theron is the face of Dior. Brad Pitt hawked Chanel No. 5. Katy Perry pitched Proactiv acne treatment. And Kevin Spacey replaced a talking baby as the face of E-Trade. In other words, adland has the keys to Hollywood.
‘There’s no question the relationship between entertainment and advertising is grander and more important and deeper than it’s ever been,’ said David Droga, creative chairman at Droga5. Some shops are capitalizing on the trend by aggressively teaming up with more established entertainment powers: In the past few years, Deutsch has formed relationships with music labels such as Capitol Records; Edelman started a joint venture with United Talent Agency; and Droga5 sold a 49% stake to William Morris Endeavor.
Agencies know what brands want from stars. ‘They need agencies for our strategic thinking, for our link to brands and money, for our consumer understanding,’ said Mr. Droga, whose shop is working with Dwayne ‘The Rock’ Johnson, a star of Furious 7, to build his own brand. Brands have also made it easier for celebrities to lend their star power by improving production values and telling more relevant stories. BMW Films, which starred celebrities including Madonna and Clive Owen in 2001 and 2002, led the way.”