Cx3's love affair with the journey of British brand whores, David and Victoria Beckham (dVb), is only rivaled by the delicious journey being made by Peter Andre and Katie Price, but on a completely different scale.
This week, Armani underwear released the latest David Beckham advertising campaign. In November 2007, David signed a £20 million deal to be the Global Ambassador of the Giorgio Armani fashion house, and in December the first David Beckham Armani adverts were launched. This already iconic Sporno (sports porno) stands alongside other photographic classics such as 'L'Enfant' by Spencer Rowell or Herb Ritts' 'Fred with Tyres'.
As well as his contract with Armani, David is also Motorola's Global Brand Ambassador and 'The Face of Brylcreem'. Corporate marketers of course clammer to be a part of 'Brand Beckham' and, loved or loathed, today's society of celebrity worship and aspirational lifestyle seeking is a revenue stream marketers can't ignore. In fact, 'dVb' direct an invitation themselves to the lifestyle seeker, requesting they spend their money and an intimate night with the two of them by privately adorning dVb's 'Intimately Beckham Night' scent all over their bodies - erotic advertising reinforces the 'intimate' message...a very progressive threesome.
Since moving to the USA to play for LA Galaxy, choice product endorsemets have elevated David Beckham in order to satisfy sustainble public awareness and positioning of Brand Beckham at an international level...and Victoria has joined the game too by appearing, as herself, in Ugly Betty and clinging onto the arm of David at every photo opportunity. Brand Beckham's new found American audience throws up the competitive challenges of 'Brangelina', and 'Tom and Katie' - know your friends and keep your enemies closer...hmm, which is 'Tom and Katie'?David and Victoria Beckham constantly crave audience awareness and acceptance, and breathe the oxygen of media publicity for their survival. They are 'A-list' experts in what they do and long may it last.
RELATED LINKS:
BBC article: Ten years of Brand Beckham
No comments:
Post a Comment