Musical brand

The best mentions of fake celebrity brands, from Duolingo to HelloFresh

The Drum’s Chip Shop Awards are renowned for celebrating pure, unadulterated creativity. He champions uncommissioned work that has started important conversations, pushed boundaries, or even caused a bit of controversy.

Ahead of the entry deadline, The Drum will share some inspiration from past awards. Today we’re looking at celebrity campaigns, but we have to point out that most of these big names haven’t endorsed the ads.

Here are four of the best superstar spots from last year.

Duolingo: “Sing-A-Lingo” by Miami Ad School

Have you ever caught yourself singing or humming a song in another language, but have absolutely no idea what the lyrics are about? It’s happened to all of us, and Miami Ad School designed a marketing campaign for the Duolingo language-learning app with this fun notion at its heart.

The premise of the project is that Duolingo would partner with some of the world’s most renowned musical artists and bring them to teach their native language to fans.

To appeal to a younger audience, the marketing campaign also included a game element that used rewards such as a Spotify premium account, merchandise, or even meeting the musician to incentivize users.

HelloFresh: “Vegetable Allergic” by Mid-Brow Studios

Many parents are all too familiar with the battle that can ensue when trying to get kids to eat their greens. In this latest episode of a three-part mockumentary for HelloFresh, actress Emily Atack interviews a family who are at their wit’s end due to their son’s hatred of vegetables.

The parody-style spot actually aired, and it attracted 93% of new members to the HelloFresh landing page and garnered a PR reach of 166 million.

Wickes: “It’s a HIIT” by The Drink Cabinet

When you think back to the lockdown in the UK, what comes to mind? For many people, fitness and DIY projects have become beloved pastimes, with fitness guru Joe Wicks becoming a household name.

So it seems only fitting that Joe is recruited to be the new face of DIY specialist Wickes, because…well, he’s named after him.

Echoes: ‘Recycled influencer clothes donated’ by Middlesex University students

It is well known that social media has played its part in the rise of fast-fashion brands. More often than not, influencers play a huge role in promoting these companies, with many products unfortunately ending up in landfill after just one use.

To combat this, design students from Middlesex University have designed Echos, a prototype upcycled fashion brand, made with old clothes donated by influencers, celebrities and famous athletes.

The principle is that 1% of their old clothes are recycled into new, with part of the profits going to environmental charities.