Celebrities in advertising: advantages and risks (using the example of MTS advertising series)

INTRODUCTION. In the context of a decreased audience attention to advertising caused by the increasing volume of information, advertising strategies aimed at increasing consumer interest in the advertising product are being formed and developed. Involving celebrities in advertising campaigns is an up – to-date technology that ensures consumers focus on advertising information and their loyalty to the brand. The company’s long-term advertising collaboration with a well-known (media) personality, the “star”, allows for the creation of advertising in the format of an advertising series. The aim of the study is to identify the advantages of advertising in the format of a celebrity- featuring advertising series using the example of MTS advertising series with consideration of the role and functions of celebrities, narrative aspects of the advertising story, and the risks of attracting celebrities to the brand’s advertising strategies.
MATERIALS AND METHODS. Research material – MTS advertising (print, outdoor, video commercials) from 1993 to 2013, promotional videos for 2023–2025 in the format of an advertising series with the participation of actor Dmitry Nagiyev, media publications dedicated to MTS advertising activities and its ambassadors. The methods used were: historical, philological, discourse analysis, narrative analysis.
RESULTS AND DISCUSSION. The format of an advertising series allows for the creation of complex narratives, the development the of a celebrity image and the strengthening of an emotional connection with the audience. The main factors for the success of an advertising story are: the authenticity of the celebrity image, alignment with the target audience’s values, and the quality of integration into the branded narrative. The choice of celebrities for an advertising campaign is determined by their image, audience recognition, while the transformation of the image of the invited “star” image may lead to a change in public attitude towards the company’s brand, which shapes the development of collaboration strategies between organizations and famous personalities.
CONCLUSION. An analysis of MTS’ advertising activities has shown that the company has tested various types of advertising, but the practice of long-term use of the advertising series format allows us to conclude that it is effective in advertising a product, building brand awareness, and creating audience loyalty. The key aspects of the development of the MTS advertising series are: positioning of new products and services integrated into the story, which develops through the creation of new storylines united by the main character (the role of Dmitry Nagiyev), the introduction of new characters (played by celebrities), highlighting current societal trends, focusing on human values, and reflecting the interests of various audience groups. MTS’ practice of interacting with celebrities shows that this cooperation is fraught with risks, which can be minimized by monitoring the celebrity’s activities, image, and reputation, and defining and consolidating the terms of cooperation at the legal level. Thus, the findings can be used to improve the quality and effectiveness of advertising communication.

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