David Beckham in Sharpie ad
David Beckham in Sharpie ad

LOS ANGELES, Jul 8, 2008 / FW/ — Soccer superstar David Beckham of the Los Angeles Galaxy trades autographs with fans in the new Sharpie commercial as part of the two-year partnership that was announced earlier this year.

Developed by New York-based Young & Rubicam’s Brand Buzz agency and directed by Simon Cole, the TV spot shows Beckham using various Sharpie markers to autograph a variety of unusual items for fans. When the time comes to return the Sharpie marker to its owner, Beckham resists. Ultimately, his quick moves and clever thinking lead to a happy ending for all, but in the process, viewers get a good laugh – and a good look – at Beckham.

“I’m pleased to work with Sharpie as a partner,” said Beckham. “It seems natural as I use their markers regularly to sign autographs. I had great fun doing this ad and I hope everyone enjoys it.”

The Sharpie brand partnership with Beckham includes a fully integrated global marketing campaign in key regions around the world, including North America, Latin America, Europe and Asia Pacific. The campaign includes advertising, in-store displays, packaging (in select markets), and a revamped global Web site.

It also includes a consumer promotion encouraging people to “Write Out Loud® with Sharpie & Win” for a chance to meet David Beckham in person.

Over the next two years with schedules varying per market, consumers can enter the “Write Out Loud with Sharpie & Win” promotion by visiting www.sharpie.com and submitting images of everyday items – from the mundane to the outlandish – that they’ve designed, decorated and decked out using Sharpie markers.

Sneakers, backpacks, t-shirts, and soccer balls are just the start of the many canvases (safe and legal, of course) awaiting the bold mark of a Sharpie marker.

Entrants are encouraged to “think Beckham and be bold” for a chance to win an all-expense paid trip to meet David Beckham in person. Go to http://www.sharpie.comfor complete contest details.


Photos courtesy of Sharpie