Cameos and Connections

It all started last week whilst watching 106 and Park. #4 on the countdown was Ludacris’ video (ft. Mary J. Blige) for his song “Runaway Love.” Watch it here. Solid beat, typically tight Luda flow and Mary belting out the hooks while 3 stories of young girls with reasons to runaway play out. I was pretty hooked. Then, the final verse/scenario hit the screen. What? Is that Namond Brice from HBO’s The Wire (Julito McCullum) in the car with his pregnant girlfriend? Yup. I thought, “Good call Luda. Good call Namond.” Not only that, but each “star’s” star started to rise in my mind; their more positive images and association led to an overall enhancement of the video, which made me seek out the song on iTunes the next day.


As you’d probably expect, neither guy is the first. In fact, The Wire characters/actors are a pretty popular choice for rappers. However, when you give people the opportunity to make this connection themselves, you give them the opportunity to feel a stronger connection with you (often, your brand). In this case, resulting in a song purchase. This is no small feat—I hadn’t bought a new song on iTunes in a month (a weak moment where I couldn’t imagine life without Snow Patrol’s Chasing Cars).

I’ve been waiting to have time to develop a more focused and interesting hypothesis. Certainly, I can’t prove that surprise and delight always leads to sale. Yet, it seems that the more you surprise and delight a person, the deeper relationship they’ll form with you. And as brands strive to become more multi-dimensional (and human), they look to expand their personalities and increase their connections. Cameos are one way to surprise and delight by showing/proving you’ve got other (outside) connections. In essence, you’re adding a friend.

It’s really like a brand is making famous friends (in the form of people and other brands). This is different from paid endorsement. They are giving love because they have similar beliefs. (See Kevin Bacon’s new social charity network , which should really have its own post.) Is this the new elasticity? (I can see Apple and Nike together, but Home Depot and VitaminWater? – that’s ridiculous!) Or Kumar on 24!!! – what the!?!

Of course, advertising and TV shows and music and other entertainment are different. But whether it’s people or brands, when two “likeables”/”believables” come together it can increase the likeability and credibility of both! It can help them reinvent themselves together like Old Spice and Bruce Campbell. Is a connection between Emerald Nuts and Robert Goulet mutually beneficial? (That could have its own post as well.) Finally, can feel less ad-y and more fun, like Burger King, Milk, and Hersheys.

But cameos are not the only way to surprise and delight; not the only way to make a deeper and more meaning connection with your viewer/customer/enthusiast. You can show you have similar interests, backgrounds, goals, and cultural knowledge. Don’t think that MTV’s latest promo for Maui Fever that connected Rupaul’s “Supermodel” with main character, Chaunte, didn’t make me more loyal!