Posted by & filed under Part 4: Marketing Management.

Description: Upstate New Yorkers are agog at Alec Baldwin’s completely unironic TV ads for a local grocery chain, Wegmans. There’s a cute backstory about why Baldwin is doing these ads — his mom shops there — but they illustrate one of the more charming new trends in advertising: to cast a famous person against type in a commercial, have them play it straight, and then leave consumers to guess what the heck is going on.


Date: 11/24/2010


Questions for discussion:

  • Who is the target audience for these advertisements?
  • What message are they sending out about the business?
  • Do you think the advertisements are successful?
  • What is it about using a celebrity in this way that works?

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