If you feel like you’ve been seeing Chrissy Teigen and John Legend everywhere for … well, forever, you aren’t mistaken.
Turns out, they’re among the most “overused” celebrities in advertising during the past decade, according to a new Ad Age analysis . Reporter Jessica Wohl looked at the actors, musicians, athletes and comedians who’ve shilled for multiple brands between 2010 and 2019, largely drawing on Ad Age’s archives and coverage. The stars had to have hawked various products in numerous ads and campaigns, as opposed to occasional big-league Super Bowl commercials.
The list left spokescharacters such as Progressive’s /zigman2/quotes/202480455/composite PGR -4.23% Flo (played by actress Stephanie Courtney) and most of Kentucky Fried Chicken’s /zigman2/quotes/209029767/composite YUM -4.95% rotating Colonel Sanderses (except for Rob Lowe) on the cutting room floor, as well, to highlight the stars who are endorsing dozens of different products.
It’s not an exhaustive list; Wohl told MarketWatch over email that honorable mentions could also go out to Cardi B (whose endorsements have included Pepsi /zigman2/quotes/208744353/composite PEP -3.95% , Steve Madden /zigman2/quotes/210507022/composite SHOO -6.03% and Reebok), Matthew McConaughey (Lincoln, Wild Turkey /zigman2/quotes/204014364/delayed DVDCF -4.00% ) and Serena Williams (Nike /zigman2/quotes/203439053/composite NKE -3.75% , Lincoln, JPMorgan Chase /zigman2/quotes/205971034/composite JPM -4.16% , etc.). “One could do an entire piece on the Kardashians,” Wohl said.
So here are 13 of advertising’s most overused celebrities of the decade, according to Ad Age , listed in alphabetical order.
Terry Crews: Terry loves endorsements! The former NFL player turned “Brooklyn Nine-Nine” star has been the face for Old Spice, AT&T /zigman2/quotes/203165245/composite T -3.69% , State Farm insurance and Toyota /zigman2/quotes/200537742/composite TM -2.76% .
Idris Elba: The prolific film actor has been just as busy on the small screen, doing ads for Squarespace, Stella Artois /zigman2/quotes/209225053/composite BUD -9.17% and Toyota /zigman2/quotes/200537742/composite TM -2.76% Avalon, as well as Ford’s /zigman2/quotes/208911460/composite F -3.33% upcoming Mustang Mach-E.
Tina Fey: The “Saturday Night Live” alum has repped American Express /zigman2/quotes/203805826/composite AXP -4.80% and Garnier Nutrisse /zigman2/quotes/203477983/delayed LRLCY -2.69% , and more recently started working opposite her “30 Rock” costar Dean Winters in Allstate’s /zigman2/quotes/201974803/composite ALL -5.02% “Mayhem” ads.
Jeff Goldblum: Jeff ... finds a way. Seriously, he sells everything, from pushing Apartments.com to doing marketing campaigns for GE Lighting /zigman2/quotes/208495069/composite GE -5.11% and Jeep HU:FIAT 0.00% .
Neil Patrick Harris: The showman and “How I Met Your Mother” star is legen — wait for it — dary for appearing in ads for companies including Old Navy /zigman2/quotes/201996496/delayed DE:GAP -8.63% , Heineken Light /zigman2/quotes/205347870/delayed NL:HEIA -4.46% , Apple /zigman2/quotes/202934861/composite AAPL -6.54% , Facebook Portal /zigman2/quotes/205064656/composite FB -3.78% and Cigna /zigman2/quotes/208431372/composite CI -3.70% .
Dwayne Johnson: Can you smell what The Rock is hawking? Unless you’ve been living under a rock, those brands would include Apple, Ford and the milk industry.
Mindy Kaling: TV sitcoms haven’t been Mindy’s only project. She has promoted American Express, Barefoot wine, Coca Cola /zigman2/quotes/209159848/composite KO -4.64% at McDonald’s /zigman2/quotes/203508018/composite MCD -4.33% , Protein One Bars, Nationwide Insurance, DSW /zigman2/quotes/204656556/composite DBI -3.53% , and has also suggested wording for Johnnie Walker /zigman2/quotes/208129584/composite DEO -2.83% labels.
DJ Khaled: He’s on more than one advertising campaign, co-starring with Ray Liotta in ads for Apple Music, as well as endorsing Beats, DesinationXL, Silk, WW (formerly known as Weight Watchers) /zigman2/quotes/200896816/composite WW +0.62% and TurboTax /zigman2/quotes/203136605/composite INTU -4.04% .
Rob Lowe: The only one of KFC’s Colonel Sanders actors to make the list, the actor has worked for Atkins, AT&T’s /zigman2/quotes/203165245/composite T -3.69% DirecTV, Henry’s Hard Soda, Skechers /zigman2/quotes/201784799/composite SKX -2.63% and more.
Shaquille O’Neal: Brands seem to love Shaq, tapping him to shoot for Icy Hot, Papa John’s /zigman2/quotes/207343722/composite PZZA -5.41% pizza, The General insurance, Amazon’s /zigman2/quotes/210331248/composite AMZN -4.81% Ring, Buick /zigman2/quotes/205226835/composite GM -4.03% and Gold Bond.
Peyton Manning: The former NFL quarterback has also played for Papa John’s, DirecTV and Nationwide.
Chrissy Teigen and John Legend: Twitter’s /zigman2/quotes/203180645/composite TWTR -4.68% most relatable couple have been a dream team together, such as doing an ad for Disney’s /zigman2/quotes/203410047/composite DIS -4.31% Hulu earlier this year. Teigen has also starred in Google /zigman2/quotes/205453964/composite GOOG -5.39% , McDonald’s, Samsung /zigman2/quotes/209800866/delayed KR:005930 -1.61% , Smirnoff and Vita Coco spots, while Legend has sung for Chevrolet, Procter & Gamble /zigman2/quotes/202894679/composite PG -5.54% and Target /zigman2/quotes/207799045/composite TGT -4.55% .
Betty White: Ad Age says this “was White’s decade,” beginning with her Snickers Super Bowl ad in 2010, and running through commercials for Tide, Chia Pet and Visit California, to name a few.