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Looking In Particular At Two Nike Adverts, Is It Fair To Say The Representation Of A Celebrity Dictates An Adverts Success?

Looking in particular at two Nike adverts, is it fair to say the representation of a celebrity dictates an adverts success?

"Representation can be defined as the world of political representative. The media gives images, ways of imagining particular groups which can have material effects on how those groups experience the world, and how they get understood, or even legislated for by others". Nike for years has represented their celebrities as sport idols, all knowing, talented humans who are so because they've indulged in the Nike brand. "The celebrities are The Names that need no further identification. Those who know them so far exceed those of whom they know as to require no exact computation. Wherever they go, they are recognized, and moreover, recognized with some excitement and awe. Whatever they do has publicity value. More or less continuously, over a period of time, they are the material for the media of communication and entertainment. And, when that time ends – as it must – and the celebrity still lives – as he may – from time to time it may be asked 'Remember him?, That is what celebrity means.".
"The celebrity world is one of the most potent sources of cultural meaning at the disposal of the marketing system and the individual consumer". Whether doing what they are best at, or shifting into other domains structurally related to the expertise that they have developed to become famous, celebrities are clearly important intermediaries in the channelling of meanings from one sphere of culture to another, as well as – crucially – from the economy to culture and back again. It is the use of celebrity endorsements in advertising that integrates celebrities as people, the products that they pitch, and the corporate institutions on whose behalves they act, into the name economy. A celebrity endorser may be defined as "any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in...