Why brands turn to dead celebrities for ads

What seems like a curious trend makes a lot more sense when brands explain celebrities who have passed on can’t make headlines on TMZ.

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As the fortunes of that celebrity go, so go the fortunes of said brand. There’s a way to solve this problem, though: tie your brand name to a dead celebrity.

That’s the tack that Sexy Hair took when it started using Marilyn Monroe in a series of ads. Yahoo took a deeper look into this trend to find out why:

“We’re not worried [Monroe is] going to get a DUI next week,” Salter says in a video on the site.

Compare that to say, Miley Cyrus, whose public image changed almost overnight after the MTV Video Music Awards, and choosing spokespeople from beyond the grave makes a lot more sense.

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