Dear Marketing Departments,
Everyone hates most of the celebrities that you can afford to market your brand.
Paying money for someone like Phil Donahue, Vin Diesel, or Jessica Simpson will never present you a positive ROI in the end. It can actually have an adverse effect on the brand in the eyes of your potential customers.
Instead, take a gander at what Old Spice has done with their most recent campaign. Do that. Find an unknown or lesser-known personality that has the presence to embody your brand. Make them a star, and in turn, the campaign will win.