Does anyone else think Jennifer Aniston looks the same in these two ads? If so, what was Shire thinking?

Does anyone else think Jennifer Aniston looks the same in these two ads? If so, what was Shire thinking? 700 464 Darcy L Bouzeos

The first time I saw the new Shire eyelove commercial using Jennifer Aniston, I didn’t hear a word she said.
I was too focused on how she looked almost identical to her appearance in the Aveeno commercials.
The “feel” of the spot was so similar.

I then looked at print photographs for both campaigns.

In both the Shire and Aveeno photos, Aniston is in a grayish sweater/dress – resting her chin on her hand – with the sleeve going past her wrist.
Now, I follow celebrity endorsements very closely because this is my world, however this similarity is something that I think even the casual consumer will notice.

Therefore, this Shire ad is surprising for a couple of reasons…

Brands use celebrity and athlete endorsers to help communicate a specific message – and brands usually strive to do so in unique ways in order to stand out and distinguish themselves.

Although I’m not suggesting that Shire have Aniston in green hair and a kimono, I don’t understand why the setting and the look of Aniston isn’t different.  For instance, do a shot with Aniston in jeans and a tee shirt with her hair pulled back.

Additionally, Shire struck gold when it apparently learned that Aniston suffers from chronic dry eyes (the theme of this awareness campaign), because celebrities that have a specific connection with a health condition make for very authentic spokespersons.

Unless there is something behind the scenes that I’m not aware of, this campaign appears to be a missed opportunity for Shire by not capitalizing on the “great get” and creating a fresh, creative campaign with the appealing Aniston.

DLB – Procuring celebrities, athletes and influencers for companies, agencies and non-profits
Follow DLB on Twitter: @DarcyLBouzeos