If there is any brand that does celebrity endorsements right, it is Gap. Gap’s Holiday Commercial & Viral Video Campaigns have been around for the past several years featuring stars such as Sarah Jessica Parker (who plays Carrie Bradshaw on Sex and the City) and artists such as Trey Songz, Flo Rida and The Dixie Chicks. Its major hit is a holiday “Merry Mix-it” campaign where gap takes these artists and has them cover classic holiday songs while in Gap apparel.
Actors such as Selma Blair and Rainn Wilson also star in the holiday Merry Mix-its which catches the eye of different audiences as well. Including The Office lovers, in which Rainn Wilson stars as Dwight Shrute.
All of these videos are what I would consider successful tactics in what would be a grand public relations campaign.