I might be on thin on ice here. Thin ice and blunt skates, in fact. But am I the only one who’s beginning to tire of the over-egged celebrity endorsement deals that have become less about pretty product shifting and more about light-weight policy pushing?

It’s not that I miss the point here – the point of a silver-screen hero flagging issues that really should matter more to an adoring public. Particularly if they’ve done just a little bit more than spend a day in an African refugee camp with a stylist and camera-crew. Nor am I going to deny the fact that there are a healthy number of A-listers who are serious about the business of peace, poverty and persecution.

But there’s an equal number who simply seem to be puffing mildly at the edges with half a mind on the issue at hand and the other half quietly calculating the reputational advantages of being serious for a moment.

Take Jude Law. Family man. Father. Nanny-lover. And, by all accounts, a generally well-intentioned chap. Which is probably why I choked on my cornflakes on seeing the headline, “Jude Law Calls for World Peace” slapped all over my morning .com site this week. Bad enough out of context. Worse in context – particularly when that context was a State of Emergency in Bangkok, Stalemate in Georgia and 67 Dead in Iraqi Bomb Blast.

At this point I’ll put the errant headline down to an over-zealous publicity agent hoping get some decent copy on how important something like a global amnesty is to his client and his cause – Peace One Day. But, please. Why, exactly, is that so significant? Who doesn’t want world peace? Let me rephrase that. Who in their right mind doesn’t want world peace? The Peace One Day initiative, and others of similar ilk, is steeped in good intention and the likes of Mr Law’s involvement will hopefully draw the right sort of attention to the cause. But to make a real difference, celebrity endorsement has got to be smart, targeted and pragmatic. Wishy-washy calls for the incredibly obvious don’t really do anyone much good, let alone Mr Law.

One father-to-be who could legitimately be crying out for a bit of peace right now is Levi Johnston. Not only did he realise the worst nightmare of every teenage male – getting his girlfriend up the duff – he did it on the most monumental of international of platforms, the US Presidential election campaign. One minute he was enjoying some extra-curricula activity in the relative obscurity of Alaska with the delightfully named Bristol Palin. The next his contraceptive glitch was headline news absolutely everywhere. Never has the metaphorical caught with your pants down been so unbelievably true. Embarrassment is too weak a word to describe it. Universal mortification is only marginally closer.

On the positive side, of course, Mr Johnston can look forward to a plethora of endorsement opportunities coming his way – future mother-in-law allowing. Which, to be frank, is about as likely as Jude Law achieving world peace. At least this weekend.