Revealing a celebrity’s charisma is the “x-factor” for endorsement deals.
Over the last 12 years, “Dancing with the Stars” (DWTS) has been a launching pad for celebrities and athletes who may not receive a lot of face time; thrusting them into the spotlight. Former athletes are able to showcase their personality and charisma outside of sporting events to millions of viewers on a weekly basis. Several DWTS alums have made appearances in Super Bowl commercials, building off of the persona they have created on the dance floor.
Bill Nye is a mechanical engineer, science guru and TV personality who is best known for his TV series “Bill Nye the Science Guy,” which ran during the 1990’s. After the end of the series, he went on to do smaller projects and didn’t receive much attention. Things changed after he was on season 17 of “Dancing with the Stars” in 2013. His appearance on the show, although it was short lived, opened him up to other big opportunities. He now has his own science show on Netflix, which was renewed for a second season in June 2017. He was also featured in a Super Bowl 51 ad for Henkel’s Persil ProClean laundry detergent.
Von Miller is a linebacker for the Denver Broncos. He had his turn on “Dancing with the Stars” during season 22. The show allowed him to show a different side of his personality and portray himself as a fun and personable guy. He was picked up Pepsi and Tostitos to do a Super Bowl 51 commercial teaser. The ad positions him as the ultimate “party planner.” He mentions that party planning is a passion of his outside of dancing and football which are also his hobbies. His role on DWTS clearly played a part in giving him the image that Brands like Pepsi wanted for big time ads.
Emmitt Smith, a Hall of Fame former NFL running back, was the season 3 winner of “Dancing with the Stars.” While Smith is known in the sports world as one of the greatest running backs in NFL history, he quickly gained a reputation for his impressive moves on the dance floor. Although Smith is well-known as an all-time great on the field, his visibility greatly increased as millions of viewers now know him from DWTS, and his celebrity status is now more prominent than ever. During the 2015 Super Bowl, Smith made a satirical appearance as the owner of a BBQ themed restaurant in the Wix.com commercial.
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