For companies that want to use their marketing to signal change, the answer may be sitting in the C-suite.

Putting CEOs in ads is making a bit of a comeback, with Red Lobster and Ram both embracing the tactic in recent campaigns. Buzzy direct-to-consumer brands are also relying on founders and CEOs as a marketing tool, especially on social media. Using corporate leaders in ads represents somewhat of a throwback. Southwest featured co-founder and CEO Herb Kelleher for decades, as did Chrysler with CEO Lee Iacocca, for instance.

But is is effective? And what are the risks? DAIVID ran some analysis.

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