- Extra sleazy.I wanted to say that I love the caveat in your last paragraph. We’re not all sold on the sleazy! In fact, as I stated above, I really think that celebrity endorsements are not valid anymore. Especially with [my] generation. I feel like for a Millenial, who has access to social media including sites like Yelp: we are wary of a sales pitch, but we trust others. Part of this is the appeal of “being like everyone else” and without going into a debate on the psychology behind that, let’s just mention that it’s here to stay. The issue is getting people to like it…again, if you choose a viral campaign that will turn a lot of consumers OFF, you lose. Charlie Sheen is funny right now. Sure. Will he be funny in 6 weeks? What if he dies? I can see a purchase of Just Chill one time in the “haha Charlie Sheen endorses this stuff, I’m clever” category, but how long can that last? So the big question is: with celebrities coming and going rapidly from the public eye and the seemingly ADD-like short attention spans of modern consumers, is celebrity endorsement a good move anymore? Does it lead to brand longevity? I don’t think so.