Famous actresses are among the most sought-after faces in advertising campaigns—and this is by no means limited to the cosmetics and fashion industries. Nowadays, actresses commonly appear in ads for the automotive sector, aviation, travel, lifestyle segments, and even in campaigns focused on technology and innovation.
It’s not just about their beautiful faces. Thanks to the roles that made them famous in films, they appear trustworthy to viewers, and this trust is subconsciously transferred to the brand they represent in a commercial. Moreover, through the “story” and emotions an actress brings to an ad with her personality, a brand can move beyond purely product-focused messaging and work with atmosphere and cinematic storytelling that supports brand building. Let’s take a look at the products promoted by famous actresses such as Nicole Kidman, Charlize Theron, Scarlett Johansson, Jennifer Aniston, Keira Knightley, Emma Watson, and Julia Roberts.
Nicole Kidman
A typical example of a campaign where the commercial leans more toward a short film than a traditional ad is Nicole Kidman’s collaboration with Etihad Airways. The brand relied on Hollywood-level production and the actress’s ability to convey a story of luxury, tranquillity, and exclusivity.
Video: Etihad Airways – Flying Reimagined, Nicole Kidman
Nicole Kidman has also had a long-standing presence in the beauty segment. Last year, the Oscar-winning actress—who will celebrate her 59th birthday this June—was named the new ambassador for Chanel, bringing her journey full circle. It has been over twenty years since Kidman first starred in the legendary Chanel No°5 campaign, directed by Baz Luhrmann, which remains one of the most expensive commercials ever made. The campaign, which cost the brand $33 million, not only reinforced Kidman’s image as a global fashion icon but also cemented Chanel’s dominance in the luxury fragrance sector, where the iconic No°5 scent remains a bestseller to this day.
Video: Ad for Chanel No°5, Nicole Kidman (2004)
In addition to airlines and perfume, the star of Moulin Rouge has also represented brands such as Balenciaga, Omega, and Jimmy Choo. She has also been known to appear at events wearing dresses by Dior.
Charlize Theron
Dior was also a favourite of another Oscar-winning star, this time for her outstanding performance in Monster. Charlize Theron helped define the modern image of the brand and served as its ambassador for many years. For example, in the 2011 commercial Dior J’adore, curious viewers get a glimpse behind the scenes of a fashion show. The spot was filmed exclusively in the Hall of Mirrors at the Palace of Versailles, one of the most iconic interiors in European history.
Indeed, Dior’s love for stunning interiors is also evident in the 2014 ad The Future is Gold. Gorgeous actress, breathtaking setting, exquisite atmosphere. What more could one ask for?
And the 2018 commercial also sparkles with gold, but Charlize isn’t alone in the Turkish bath – she’s surrounded by other gilded goddesses. Truly a feast for the eyes.
Video: Dior – J'adore Absolu, Charlize Theron (2018)
Last year, Dior once again enlisted Charlize Theron for the relaunch of its skincare line, Dior Capture. But Dior wasn’t the only favourite of the actress—she also showed her passion for beautiful cars by supporting an advertising campaign for BMW.
Scarlett Johansson
The acting star, who first made her mark as a young actress in the romantic film Lost in Translation and later earned acclaim for her roles in more action-packed movies like Black Widow, is also completely unreserved when it comes to advertising. The “Mind Reader” commercial for Amazon Alexa, which aired during Super Bowl 2022, was, according to adweek.com, the most-watched ad on YouTube that Saturday and was also one of the most talked-about spots.
Video: Amazon Alexa; Scarlett Johansson (2022)
But this wasn’t Scarlett’s first Super Bowl commercial. Back in 2014, Scarlett Johansson promoted Sodastream during the famous sporting event—and she was seriously sexy. L’Oréal recognised this side of her and brought her on board as early as 2006. Thanks to the ad for their High Intensity Pigments (HIP) hair colour line, the star earned four million dollars. Definitely worth changing your hair colour, right? Her collaboration with the brand continued for several more years. Similarly, Scarlett Johansson also worked with Dolce & Gabbana. However, in 2022, she decided to launch her own skincare brand, bringing her partnerships with those cosmetic companies to an end. That said, she hasn’t completely stepped away from advertising: between 2023 and 2025, she appeared as the face of Prada, promoting their handbags.
Jennifer Aniston
Like other actresses, Jennifer Aniston—who rose to fame playing Rachel Green in Friends—has supplemented her income through partnerships with various brands. She frequently appears on lists of the highest-paid actresses, earning over $30 million a year, in part thanks to advertising campaigns for Smartwater, Aveeno, and the airline Emirates:
Video Emirates Airline, Jennifer Aniston
Keira Knightley
The actress, known for a range of iconic roles such as Elizabeth Swann in Pirates of the Caribbean and Elizabeth Bennet in the film adaptation of Jane Austen’s Pride and Prejudice, has a long-standing partnership with CHANEL. She first appeared as the face of Coco Mademoiselle in 2007. Her timeless beauty and elegant style bring exceptional charm and allure to CHANEL’s products.
Video: Coco Mademoiselle Eau de Parfum Intense, Keira Knightley
In 2013, Keira even portrayed Coco Chanel in the short film Once Upon a Time, directed by Karl Lagerfeld.
Emma Watson
The actress, who spent part of her childhood as the bookish Hermione in the Harry Potter series, has grown into a stunning woman with no shortage of advertising offers. Her career in commercials began in 2009 when she became the face of Burberry. After 2010, she participated in a fashion campaign for People Tree, a brand focused on ethics, sustainability, and values. This was followed by a collaboration with Lancôme.
Video: Lancôme Trésor Midnight Rose, Emma Watson
Then came a multi-year hiatus during which the actress stepped back from advertising. Ultimately, however, she returned to commercials—on her own terms. Her collaboration with Prada has been ongoing since 2022.
Video: Prada Paradoxe, Emma Watson
Julia Roberts
The star of Pretty Woman is a textbook example of an actress who collaborates with brands over the long term and appears in advertising both globally and locally. At the same time, she is presented differently from typical fashion icons—she doesn’t come across as a cold luxury ideal, but as a charismatic, warm woman. As a Lancôme ambassador, she reportedly earned $50 million, yet every cent of her pay check proved worthwhile for the company.
Video: Lancôme La Vie Est Belle L'elixir, Julia Roberts
TV viewers have also seen her in campaigns for Lavazza coffee or watching her shop for Calzedonia clothing. One can’t help but admire her incredible natural charm.
Video: Calzedonia, Julia Roberts
Brands love women whose fame truly shines like a star
An average consumer might think that an actress in an ad is simply leveraging her publicity and that it doesn’t really matter which star a brand chooses. But celebrities don’t operate as a uniform, interchangeable group. On the contrary, their power lies precisely in how distinctively they can position themselves and how consciously they manage their image. The nature of their collaborations also varies—from long-term brand ambassadorships (for example, Charlize Theron with Dior or Keira Knightley with Chanel) to selective advertising work, which is typical for stars like Emma Watson or Natalie Portman.
Today, international actresses in advertising don’t represent a one-size-fits-all solution, but rather a range of different strategies. One thing remains the common denominator of successful campaigns: an ad that uses the actress as an authentic storyteller and cultural icon has a significantly greater chance not only of performing well in the short term but also of leaving a lasting impression in the audience’s long-term memory.