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Companies want to ensure big sales. They won't take any unnecessary risks, so they won't release their products in the crowded, dangerous marketplace without something that will make them stand out. Even the littlest of the gimmicks can work.

Character Celebrity Endorsement occurs when the companies use fictional characters, but celebrities nonetheless (largely cartoon ones) to promote their products, even if the character or franchise featured has nothing to do whatsoever with the product at hand.

Compare Celebrity Endorsement, when real celebrities lend their approval of the product. See also The Dead Rise to Advertise when commercials feature, darkly enough, dead celebrities.

Examples of Character Celebrity Endorsement include:

Anime and Manga

Comic Books

  • Superman endorsed the American Express credit card.
  • And of course there are all those old little comic strip advertisements for Hostess Twinkies starring the likes of Batman, Iron Man, Spider-Man, Aquaman and many more.

Live Action TV


  • Will Ferrell's character from Semi-Pro endorsed Old Spice, among others.
  • Austin Powers apparently likes Heineken.
  • The Lorax's film adaptation has about 70 marketing tie-ins all told, one being - of all things - for Mazda SUVs. Something about them being green. One gets the idea that the Powers that be missed the point of the Lorax. A bit.


  • Hatsune Miku appeared in Toyota USA's latest Corolla commercial due to the car company sponsoring her upcoming concert in Los Angeles, as well as starring in a few mini slice-of-life-esque commercials by the same company.

Newspaper Comics

Video Games

Western Animation

  • Flintstones vitamin pills.
    • Fred Flintstone and Barney Rubble hawking Winston cigarettes (1961).
    • The Flintstones appear to be really into the commercials, because they also hawk Fruity Pebbles and Cocoa Pebbles.
  • Donald Duck Orange Juice
  • Popeye Spinach (also a form of Defictionalization, since it is his Trademark Favorite Food).
  • Pink Panther (Owens Corning) insulation
    • As well as Safeco Insurance in the late 70's / early 80's.
  • Currently showing in the United States is a GEICO commercial with Elmer Fudd. Here 'tis.
  • Bugs Bunny has also gotten in on the action, with ads for Ziploc storage bags (1982), Tang, Kool-Aid and sugar-free vitamins.
  • Jonny Quest was the representative of P.F. Flyers tennis shoes, "The Action Shoes". One can hear Tim Matheson's voice beginning to change in the commercial.
  • The Linus the Lionhearted show was devised completely to flog Post cereals. It featured characters who served as mascots for the various Post cereals, including Linus himself (for Crispy Critters); Lovable Truly, the Postman (for Alpha Bits); So Hi, a little Chinese boy (for Rice Krinkles); Rory Raccoon (for Post Toasties), and Sugar Bear, the only character to survive the show's cancellation (for Sugar Crisp).
  • Bart and Homer Simpson for Butterfinger; this went on for nearly a decade. Homer would later show up in an Intel ad as well. Multiple tie-ins with The Movie may or may not also qualify.
  • Peter Griffin for Subway.
    • And Brian and Stewie for Wheat Thins.
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