Edorsments Do Not An Expert Make
Virtually everyone has seen Matthew McConaughey's bizarre and sometimes completely pointless Lincoln commercials. They’ve been fodder for SNL, and a plethora of memes, and online jokes. And yet, sales of Lincoln vehicles leapt 25% instantly upon the release of McConaughey’s first commercial for them, and their sales rates have continued to climb. This, in a nutshell, is the entire purpose behind celebrity endorsements: to boost sales, and public awareness of a product. It’s kind of a big thing. Big enough that the Federal Trade Commission has outlines regarding it, including nonprofits who used celebrities to advertise themselves. (Of course, it’s trickier for the US FTC to exert any sway over a nonprofit in another country like, say *ahem* Mexico).
If you were purchasing a vehicle, however, you wouldn’t buy one simply because you saw Matthew McConaughey advertise it. After all, McConaughey is an actor, not a professional mechanic, or engineer. You’d look up professionally published reports on Lincoln cars, crash tests, mileage tests, you’d check consumer reports, and probably look up actual feedback from owners of Lincoln vehicles.
The public adores celebrities, and when those celebrities tout a product, or Instagram a clothing designer, or other “little person” it creates what’s called “Buzz Marketing”. This “buzz” generates a huge amount of attention for whatever, or whoever, is being discussed, or posted about. Instagram is currently the leader in 'buzz marketing” with established celebrities getting as much as $300,000.00 per post where a product is named. But, that said, Kim Kardashian listing what she takes to alleviate morning sickness does not make her a medical expert. Cristiano Ronaldo’s posts about TAG Heuer doesn’t make him a watch craftsmen. And Kylie Jenner’s posts touting Puma’s Fierce Trainer does not, in fact, make Jenner a fitness expert.
But here’s where the disconnect comes in.
While the public would never declare any of the celebrities mentioned here as “experts” in the fields of industry from whence the products they’re selling come, that same public looks at Paris Hilton smothering a week-old tiger cub with kisses, and instantly declares the place behind that interaction–Black Jaguar White Tiger–the bestest most amazing and perfect sanctuary in the world, and they declare Eduardo Serio the smartest big cat expert on the planet. Because, you know, Paris Hilton said so! Eduardo Serio claims to have very few “celebrities” visit BJWT, but the fact is, dozens and dozens of celebrities from all across the public arena have gone to BJWT, played with the never-ending stream of “rescued” big cat cubs, and subsequently posted those exploits all over their social media accounts creating, you guessed it, “buzz marketing” for BJWT.
Absurdly, and perversely, Serio himself, has repeatedly used the popularity of BJWT as a foil for the fact that the foundation has no actual basis of expertise or functional knowledge of big cat biology, or husbandry. In Eddie’s own words (paraphrased) “With 5 million friends, how can we not be experts?” Really? That’s like saying “With 10,000 miles of driving experience, how can I not be a Formula 1 driver?” Well, honey, because you’ve never been trained to drive a race car.
But having a big mouth, and lots of celebrity friends (let’s not forget, many of these celebrities were Serio’s neighbors and party-buddies back in old LA) does not make you an expert on something you’ve never received even remedial training in. Serio continues to flaunt his own ignorance and lack of scientific knowledge on a daily basis. In just the last week, he’s posted a photo of himself “wearing” a highly endangered species of bird, in a house, on his head, like an avant garde hat. He’s posted another specimen of the same species–which he claims to single-handedly be bringing back from the brink of extinction–in his personal closet, along with a lion cub. Because, you know, endangered birds, and lion cubs, no way that could go wrong and end in injury to the highly endangered bird. Then just today, he posted a video of himself, in his bathrobe, no less, improperly bottle feeding a lion cub. You’d think that three years of aspiration induced pneumonia, some cases of which have resulted in death of the cubs, would have taught him the hard way to just lay the cubs on their stomach–like every big cat husbandry guideline states should be done–but nope. Dear old Papa Bear is going to just keep doing it his way. Pneumonia and all.
Which brings us back to celebrity endorsements.
If you wouldn’t buy a car just because you saw a celebrity advertising it, why would you support a group that promotes keeping wild animals as pets just because you saw a celebrity visit and treat the cats like pets?
Seriously, think about it. Then do a few Google searches looking for BJWT endorsements from anyone who qualifies as a bonafide big cat expert in the conservation industry. You won’t find any, because no established big cat expert will ever endorse what Eddie’s doing. Hell, even Kevin Richardson, the famed Lion Whisperer, won’t support BJWT, despite that Serio has publicly cited Kevin as his inspiration. So we’re right back to McConaughey selling us Lincoln cars. The question is, are you going to research your vehicle? Or buy it because you saw McConaughey drive it?