I'm not a typical media consumer, and am not sure who most of the people are who are prominently featured on the covers of magazines in the checkout line at the grocery store. So celebrity endorsements are almost meaningless to me.

However...

If a company is paying that kind of money to get their product in front of my eyes, then I am more likely to notice the product because the marketing is probably innovative, well-designed, and eye-catching. The celebrity is just icing on the cake, and may draw the eyes of people who follow that celebrity.

So the celebrity endorsement does not exist in a vacuum. It is one puzzle piece in a bigger picture, and I will probably respond to the other pieces before I care about the celebrity.

But if Remi Malek endorsed a certain Chromebook? Yeah, that would be effective on me.

If Ron Perlman endorsed a particular brand of cigar, or motorcycle? That would make me look at that brand twice.

If Bruce Campbell endorsed a particular type of chainsaw? I'd go out and buy it right away!

But the reason the above endorsements would have an effect on me, is because they are clever and witty, and show some thought.

Putting Matthew McConahey (sp? who cares?) in a Cadillac, mumbling incomprehensibly about random shit? Nah. Or Angelina Jolie selling lipstick? Duh. Nothing interesting or creative or relevant there.