We at Mr Youth have long spoken about the Demise of the Glamorized Celebrity. It is one of many reasons why we often preach focusing campaigns on creating messaging that is spread through peers vs. betting on some celebrity. While nearly all data will reinforce that peers and trusted sources are the #1 influencer in purchasing decisions, recent celebrity behavior and the 24/7 media makes celebrity endorsements an even greater risk.

The list of recent celebrity “mistakes” leaves few safe. As Chris Brown, Michael Phelps, Alex Rodriguez, Britney, Michael Vick, Kobe Bryant, Mel Gibson and many others show,  nearly anyone can fall and anything from drug use, anti-Semitism , domestic violence to dog fighting can bring a celeb (and any brands attached) down. It appears that advertisers are catching on as a recent Ad Age article cited that only 7% of the ads that aired during this year’s Grammy Awards featured celebrities, down from 13% in 2008 and 25% in 2007.

Brands will increasingly have to question whether handing over big bucks to back a celeb are worth the risk, especially when social media and technology continues to make connecting consumers through authentic and relevant sources more widespread.  So, brands who haven’t already inked deals with Tiger, Peyton or one of the few seemingly sure bets will need to determine whether to bet on their consumers or a celebrity.