Channel Your Celebrity Doppelganger
Doppelganger Week recently passed. Everyone's Facebook profile pictures we're replaced with celebrity head shots, one by one. It reminds us about how much we build on our own personal identities through the products we consume. 'We are what we eat' so to speak. I'm sure that already, as some of you are reading this article, you're thinking it's not a topic for you. But hear me out.
Whether you want to admit it or not, you:
• are a lot like your parents.
• are creating your identity more and more every day.
• buy things because they make you feel good.
Stereotypically speaking, Gen X-ers tend to refuse or push away commercialism or "the man". They don't accept the system or role play so much. "Not for me". The next generation that came after that, the Millennials (Gen-Y), are a bit different. They're a bit more 'dreamy'. They've adopted celebrity in a way that's not quite so negative. Instead, as every generation is—they're a bit smarter. They know that commercialism is here to stay. So, instead of pushing it away, they leverage celebrity and their inner doppelganger more willingly and much more efficiently.
I remember a profound statement Mr. Bogusky once said to me when I was trying to incorporate 'celebrity' into a campaign concept. "We like celebrities because they remind us of our friends, and our friends remind us of celebrities." What? Holy shit. Of course that's right.
To put it into simple terms—leverage your doppelganger. It will help you define yourself, and ultimately make you more comfortable with your own brand.
(FYI my doppelganger has always been Gonzo. We have a lot in common.)