According to survey respondents, the most common reasons for disliking celebrity ads were confusion about the product, perception of the ad as boring, and dislike of the celebrity. All of those issues are important for companies to take into account when they sign up celebrities to endorse their products.
The first two issues likely occur because the company gets lazy--it has already signed a celebrity endorser, and so it expects smooth sailing from there. The last issue, however, is out of a company's hands, and is one of the reasons that signing a celebrity spokesperson can be a huge liability.
Not surprisingly, Ace Metrix found that the celebrity with the most negative impact on ads was Tiger Woods--likely owing to his scandal last year. Such misbehavior by a spokesperson can spell disaster for an ad campaign, and that's probably why Accenture, AT&T, Gatorade, and Gillette all ditched Woods and attempted to distance themselves from him when the scandal broke.
Building a Noncelebrity Campaign
Building this type of campaign can be difficult, because the company starts with no dedicated fan base. However, at the same time this type of campaign offers a lot more flexibility, because companies are free to do what they wish--they don't have to conform to the image or style of a celebrity to keep the campaign believable.
Relatively unknown model Carly Foulkes replaced celebrity endorser Catherine Zeta-Jones as T-Mobile's spokesperson in 2010. According to Jack McKee, Ace Metrix's vice president of sales and marketing, T-Mobile's "T-Mobile Girl" campaign has been surprisingly successful, considering its nature. McKee says that comparison ads are usually better in terms of communication, but aren't generally as likeable as other types of ads. The "T-Mobile Girl," however, seems to be an exception.