20 Football Fever | BRAND BECKHAM
adidas: David Beckham Production company Passion Pictures Directors Dan Sumich, Sean Thompson, Dean Maryon Creative directors Sean Thompson, Dean Maryon UK advertiser spend (2013) £4,130,034* UK advertiser TV spend (2013) £1,702,085*
*Source: Nielsen
for Sky Sports. Having created the first Meet The Beckhams commercial last year (featuring multiple Davids crossing paths with each other as they enjoy Sky Sports on various devices) directed by Ivan Bird, they have now made a new ad to herald the start of the 2014-15 football season, also directed by Bird. “We go to 19 with ideas and get David’s input about what he feels comfortable doing and not comfortable doing,” says Fowler. “There’s tight control about what is appropriate. They want to hear about exactly what it’s going to look like – who’s the photographer, who’s the director – every detail.” Fowler adds that as well as Beckham being the expected model of focus and professionalism when making ads – and he’s now fronted more than 100 commercials – he is also receptive to creative ideas. “The new
ad will be very different from any ad that Sky has done before,” he reveals. But he admits the fact that Beckham is no longer a footballer is an issue that could affect his standing with at least part of the public in years to come.
Process of reinvention “His story was the working-class boy made good, who worked for every ounce of his ability on the pitch. Now he’s just a guy, so he is in the process of reinventing himself. And as time goes on he needs to find a new raison d’être.” Milligan contends that Brand Beckham have planned for this moment for years, to extend David’s post-playing career in areas “inextricably linked to what he feels passionate about” – namely fashion and football, with an additional celebrity ambassadorial role. He says
“Brand Beckham have planned for this for years, to extend David’s post-playing career in areas he feels passionate about.” that if this strategy plays out as planned, there is no reason why long-term endorsement deals should not continue for years. Milligan adds that the Beckham brand also draws strength from its impressive longevity. Both David and Victoria have been in the public eye for nearly 20 years, and have endured through a period of enormous change. Now they are more successful than ever. “In the end, we know a fake when we see it,” he says. “If it’s authentic it tends to last.” But this is certainly a crucial phase in the amazing career of David Beckham, and what happens next could define him for a time to come. At the start of May he was in Miami stating the case for his MLS franchise and its waterfront stadium. Here the Beckham charm, the Beckham fame, and the promises of even greater riches (Fuller has said “we will generate more money than any other MLS team can dream of…”) is facing opposition from powerful vested interests such as Royal Carribean, the only cruise company based in PortMiami. Becks has a habit of achieving his goals, but this could be his biggest challenge yet. S