Not only a large part of the media relies on celebrities, but also a whole range of advertising campaigns. Advertising with prominent personalities, which can be seen as a tool of brand communication, is gaining increasing importance, although the risks are considerably higher compared to pure product advertising. However, the opportunities are also greater when a celebrity has been successfully integrated into brand communication. In the 1990s, only three to six percent of commercials featured celebrities, but by 2001, twelve percent and by 2004, thirteen percent of advertising campaigns relied on a prominent testimonial. It can be said that currently about one in ten German commercials is made with celebrities. The aim of this work is to determine whether and to what extent celebrities are suitable for brand communication. It is intended to provide advertisers and marketing decision-makers with an overview of the criteria to consider in the various selection processes, how to effectively leverage the opportunities of testimonial advertising, and how to minimize the risks.