At a time when marketing is heavily defined by interest in authenticity, celebrity cameos have lost a bit of their sparkle. Or have they? While creators and personalities with smaller followings have increasingly taken center stage this year, there also has been no shortage of reasons for brands to roll out the red carpet for a celeb.

The gravitation by marketers toward less widely known personalities could be explained in part by fears of a recession that have resulted in tightened advertising budgets and the continued growth of emerging platforms like TikTok, which has resulted in a major boom for the influencer economy. In fact, marketing spend on nano influencers, or those with less than 5,000 social media followers, has seen a 220.5% increase this year. 

Yet, there are still major moments where celebrities continue to reign as an optimal marketing choice, like the Super Bowl, which has long been a star-studded advertising frenzy with 2022’s championship being no exception. However, some marketers are reevaluating the role celebs play in their branding, perhaps opting for a tie-up that aligns more closely with where the brand hopes to go as a refresh approaches, or even making room in its c-suite for a position fit only for an A-lister. Along the way, some celebs, like Pete Davidson and Lil Nas X, have become a sought after marketing partner for a number of brands.

As the brand and celebrity relationship continues to evolve, Marketing Dive below analyzed a handful of campaigns that see marketers enlisting the stars in exciting and innovative ways, whether it be to just say sorry, or perhaps to discuss below-the-belt housekeeping.