Welcome to the world where Hollywood meets Capitol Hill—or where the Walk of Fame crosses paths with Downing Street. These days, celebrities enter politics and don’t just seek endorsements from politicians. This tactic, often seen in American politics, is becoming increasingly popular in Europe. But if you’re a campaign manager, strategist, or other political operative thinking of having an entertainer campaign for you or providing an endorsement, here’s how to make it a potential catalyst and not a source of trouble.
The allure of celebrity endorsements
Celebrities are powerful forces in modern culture, capable of attracting vast attention to the causes they endorse. Numerous stars have successfully transitioned into significant political roles within their countries, demonstrating their ability to leverage fame into electoral success.
Notable examples include Arnold Schwarzenegger, the Austrian-American bodybuilder turned movie star who became Governor of California; Italian comedian Beppe Grillo, who founded the Five Star Movement; Yair Lapid, an Israeli television host turned opposition party leader; Brazilian singer and composer Gilberto Gil, who served as a Minister of Culture; Rubén Blades, the Panamanian salsa singer and actor who has held various political positions; and recently the TV host-turned-politician Szymon Hołownia, who now is the Marshal of Sejm (speaker of parliament) in Poland.
What happens when a celebrity successfully campaigns for a politician? Think back to Barack Obama’s 2008 presidential bid. When iconic talk-show host Oprah Winfrey threw her support behind Obama during the democratic primary, it netted Obama a million votes, playing a massive role in his presidential win. The celebrity success stories are endless, but here are a few that hit closer to European politics.
Celebrity successes in campaigning
- Coluche’s presidential run (France): In 1981, comedian Coluche announced his candidacy for the French presidency. Although he eventually withdrew, his campaign attracted significant attention and highlighted how celebrities could challenge political norms and engage disillusioned voters.
- Beppe Grillo and the Five Star Movement (Italy): Comedian Grillo’s transition into politics led to the founding of Italy’s Five Star Movement, showcasing how celebrity can translate into significant political power. His left-wing populist approach resonated with widespread dissatisfaction with traditional Italian politics, leading to substantial electoral success.
Celebrity influence: a double-edged sword
When Taylor Swift urged her 272 million Instagram followers to register to vote back on National Voter Registration Day in September 2023, there was a 23 percent spike in registrations. Notably, the number of 18-year-olds registered more than doubled from 2022. So, it’s no wonder then that the European Commission made headlines when Vice President Margaritis Schinas publicly appealed to Taylor Swift to help boost youth voter turnout back in January 2024.
But political operative beware—not every endorsement from a celebrity will have the same results—it is not a risk-free choice. Their endorsement can also alienate certain voter groups or overshadow the political issues at hand. Here are a few failures seen in recent years.
Celebrity failures
- Brexit and Hugh Grant (UK): Actor Grant actively campaigned to keep Britain in the European Union. Despite his efforts and substantial following, the referendum result in favour of Brexit showed that celebrity endorsements might reinforce existing opinions rather than convert voters.
- Kanye West and the U.S. Presidential Election (US): West announced his candidacy for the U.S. presidency in 2020, which many viewed as a publicity stunt rather than a serious political move. His campaign was fraught with controversy, missed ballot deadlines, and was perceived by many as a distraction from serious candidates, ultimately garnering only around 60,000 votes across 12 states.
- 2022 Italian General Election: Italy’s top influencer Chiara Ferragni supported centre-left candidates,but the fashion blogger and businesswoman’s many scandals lead to heightened engagement on social media with mixed results at the polls. The campaign revealed the limits of influencer impact when embroiled in scandal.
Evaluating the strategic use of celebrities
The goal for every race is to win an election, so operatives must balance the possible spark a celebrity gives in the given context of that election. Publicity may be good for local, regional, and state elections, but for some candidates already in the national spotlight, the additional attention from a celebrity may not give the same boost.
Demographics matter—voters have shown a distinct aversion to candidates who court celebrity attention, perceiving it as patronising. This can contribute to a sense of disconnect, with voters feeling that the endorsed candidates are out of touch with the everyday lives of their constituents.
This dynamic was visible in the 2018 Georgia gubernatorial race. Stacey Abrams, running as a black woman in a predominantly Republican state, attracted national attention and endorsements from high-profile celebrities like Julia Louis-Dreyfus, John Legend, Will Ferrell, and Winfrey. Despite this, Abrams did not win her race. At a rally in Georgia to support his candidate, Brian Kemp, Vice President Mike Pence said: “I heard Oprah is in town today. And I heard Will Ferrell was going door to door. Well, I’ve got a message for all of Stacey Abrams’ liberal Hollywood friends: This ain’t Hollywood. This is Georgia.”
Pence voiced the sentiments of many Georgians who were already sceptical of Abrams’ platform and felt further distanced by celebrities whom they perceived as condescending.
It was a slam dunk for the Republicans and a reminder to political operatives that they risk a backlash if they don’t take account of the context.
Best practices for leveraging celebrity endorsements
In Europe, the cultural and national context matters. The crucial point is to understand the diverse political space you are operating in and tailor celebrity endorsements effectively. Follow these simple guidelines as a starting point.
- Evaluate compatibility: Assess whether the celebrity’s influence resonates with the intended audience. This involves considering the celebrity’s credibility on the subject matter and their appeal to the target demographic.
- Align values and messaging: Celebrities should resonate with campaign values, avoiding dissonance between their public personas and the political messages they are endorsing.
- Focus on substantive issues: Celebrities can be instrumental in highlighting key campaign issues, provided the focus remains on the policies rather than the star power.
- Prepare for backlash: The polarising nature of celebrities means campaigns must be ready to manage potential fallout, ensuring swift responses to any controversies that arise.
