I’m normally not a fan of celebrity endorsers, as they tend to overpower the brand they’re endorsing. The exception to this rule is the current TV commercial for Lady Precept golf balls. The reason is that Precept found the perfect endorser in Paula Creamer, arguably the most charismatic and appealing player on the LPGA tour.
Precept’s strategy is to position the Lady Precept as the ideal blend of power and touch, which they convey by showing “two Paulas”: the strong, overpowering Paula dressed in black, and the soft, sensitive Paula dressed in her trademark pink. This isn’t the most original approach in the world, but it works for two reasons. First, since most golf fans know that (a) Ms. Creamer plays pink golf balls and (b) Lady Precept is the best-known maker of pink golf balls targeted at women, it’s hard to miss the fact that this is an ad for Lady Precept. Second, Ms. Creamer’s natural charm and likability make the commercial eminently watchable. The line “sensitive Paula” delivers after being roared at by “strong Paula”–”It looks like somebody needs a hug”–could not have been delivered more appealingly.
I might be a bit biased because I briefly met Ms. Creamer a few years ago at the baggage claim at Laguardia and could not have been more impressed with how friendly she was. (She also could not have been more down-to-earth: she was traveling alone and lugging her own luggage and clubs.) Still, if you’re going to use a celebrity, you would do well to select one who embodies your product as well as Paula Creamer embodies the Lady Precept. And one who’s as impressive a young lady as Paula Creamer appears to be.