Would You Hire Jimmie Walker as a Spokesperson for Your Product?

When considering a product spokesperson, especially in a different country, the choice can be a critical decision. I recently found myself asked whether I would hire American actor and comedian Jimmie Walker from the television program Good Times to promote a product. My initial response was an emphatic no, primarily based on my personal experience of the character and his seminar in repetition.

Why I Initially Said No to Jimmie Walker

Action re-cord! DYNOOOMITE! is a character and cartoonish catchphrase that I found quite annoying. When considering a potential employee, it would be irresponsible to hire someone based solely on their ability to repeat a single, clichéd phrase. Therefore, I concluded that Jimmie Walker was not the best candidate for my product.

Context: An Ideal Scenario for Jimmie Walker

If my product were a demolition company, the scenario would have been very different. The idea of an old stadium imploding while Jimmie Walker shouts "DYNOOOMITE!" would have been perfect. The catchphrase, in this case, would have added a unique and entertaining element to the promotional content.

Why Not Jimmie Walker in the UK

Even though I initially thought no, my reasoning was fundamentally rooted in the fact that Jimmie Walker is not a household name in the UK. For a UK-based product, it is essential to have a name and face that resonates with the local audience. In his absence, there are other more suitable candidates who can better serve the European market.

Alternative Spokespersons

In the UK, two prominent actors could serve as excellent spokespersons: Danny John-Jules and Don Warrington. These actors bring a wealth of recognisability and believability to their roles.

Don Warrington

Don Warrington gained widespread recognition for his role in the long-running sitcom Rising Damp, which aired from 1974 to 1978. He is currently the Police Commissioner in the renowned series Death In Paradise, which has been running for over a decade and has been sold to 236 territories worldwide. His recognisability and likeability have made him a valuable brand ambassador for products that appeal to a wide European audience.

Danny John-Jules

Danny John-Jules, best known for his character Cat in the internationally acclaimed show Red Dwarf, is also a strong contender. His recognisability, especially outside the USA, makes him a perfect fit for global marketing campaigns. Moreover, it remains to be seen whether he will continue his role as Detective Dwayne Johnson in Death In Paradise or step into a new project, which is rumoured to be a significant development for the show.

When Jimmie Walker Might Make Sense

Despite my initial hesitation, there are instances where Jimmie Walker could be a suitable candidate. If the product speaks to a specific demographic of nostalgic older fans, Jimmie Walker's fame from the 1970s could be a valuable asset. Furthermore, his connection to the Medicare program, given his association with Good Times, could make him a suitable spokesperson for healthcare products serving the older population.

Medicare, a government health insurance program for seniors 65 and older, often benefits from using well-recognised faces from popular TV shows of the era. The fact that the main cast members of Good Times were mainly black with a few white members made the show a significant cultural milestone. The current crop of Medicare-eligible individuals would likely remember and identify with Jimmie Walker, adding a sense of trust and relatability to the campaign.

Conclusion

While Jimmie Walker might not be the ideal choice for a UK-based product, there are scenarios where his recognisability and connection to older audiences could make him a valuable spokesperson. The key is to have a thorough understanding of the target demographic and the product's alignment with that demographic’s preferences.