Suspend your belief and play along. Teri Hatcher claims she really does use Nice 'n Easy. Because she's just that busy! But Procter did get their money's worth if only for this Hatcher quote: "In all my career, in my ups and downs, I've never had a beauty campaign. This was meaningful that at almost 41 years old, I could be getting my first beauty campaign."
That's almost poignant, in a post-modern, endorsement-deal kind of way.
At the other end of the age spectrum, Procter signed Danica Patrick -- the only Indy car driver anyone can name -- to shill for Secret. Would it be going out on a limb to say that this move is a step up from Secret's sponsorship of the WNBA?
And would it be too bold to conclude that researchers in Cincinnati think celebrities are unnecessary for men's brands like Old Spice but for women, it's evidently the only way to get attention.