So the buzz these days is that Crispin Porter + Bogusky is getting Jerry Seinfeld (to the tune of $10 million) to star in the upcoming ad campaign for Microsoft Vista alongside Bill Gates.
There is a lot of skepticism, like MS wanting to connect to a younger
audience with a pitchman whose series ended a decade ago. Or the rumors
that Seinfeld is actually an Apple fan. (And actually appeared in Apple's "Think Different" ad.)

For me, this brings up an ongoing debate in my head about the use of
celebrity endorsements. One part of me thinks that it’s a less and less
effective way to advertise. I mean, come on, doesn’t everyone know that
the celeb is getting a TON of money to even utter some words in the
spot? And then the other side of me sees how it’s paid off for other
brands. The Michael Jordan/Hanes relationship being one. But the “but” there is that’s a partnership that's lasted a few decades, so it’s not exactly the norm.

What I don’t know the answer to is if Tiger Woods increased sales for Buick (or if he even really drives one, for that matter). Or if Paris Hilton upped the sales of burgers at Hardee's/Carl's Jr.

The jury is still out for me. But with the rise of the customer, I
believe that they – the customer – is the new celebrity. Or at least
deserve to feel like they are a celebrity when they interact with your
company.

Will I buy something because Harrison Ford says it’s cool or Bono
recommends it? Not a chance. But if you’re the rockstar - if you’re the
one who is given the spotlight by a company and are considered the real
celebrity, then that’s a whole different story. I’m not saying that
that would make me buy the product, but people trust people they
consider to be just like them. And that just might be the last piece to
a bigger puzzle that gets someone to act and spend their hard earned
money.