Amid a sea of adoring people, David Beckham searches for a new phone!

July 21, 2015

Sprint has a new campaign featuring retired soccer star and super hunk, David Beckham. Undoubtedly, you’ve seen it. He plays himself looking for a phone plan that isn’t complicated. In the long version (above), he marches from store to store, and is continuously baffled by the salesperson’s spiel. “I’m so confused,” he states. Because he is who he is, more and more fans begin following him on his search for a non-confusing phone plan. At the Sprint store he finds what he’s looking for. The star struck sales gal says, “anything for you, David Beckham.” By then a cast of thousands have accumulated behind him. Upon discovering his “All In” plan, they clamor for the deal as well. In the last scene, David crosses the street, delicately holding up his Sprint yellow bag, creating a wake of fans, one of which blurts (for some reason through a dental mouth guard!), “I love you, David Beckham.”

So, before digging in to this, let me state I’ve always been ambivalent toward celebrity endorsers. When pushed, most copywriters will tell you that celebrity driven adverts are what one does when one has no choice. That’s not to say I haven’t gone down that road. One can’t go 25 years in this business and not. But those have never been among my favorite “works.”

Of course, I get that famous people can sell. But from a purist point of view, I like them to be relevant to the product being sold i.e. athletes for Nike (Just do It) or unique geniuses for Apple (Think Different). I’m also down with certain iconic campaigns that leverage celebrities in an indelible way i.e. the compelling portraits Annie Leibovitz created for American Express. Or, back in the day, retired ball players for Miller Lite.

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Sprint’s Beckham campaign does neither. In my opinion, he would never, ever spend a day traipsing around looking for a cell phone plan. For one thing, Posh wouldn’t allow it. Secondly, he has people for that. Thirdly, a man of his wealth and stature wouldn’t be worried about incremental fees on his phone bill. If he is then he’s the biggest douche bag on the planet.

From an executional standpoint, why does everyone keep saying the man’s full name. “I love you, David Beckham.” “Anything for you, David Beckham.” It’s cheesy. It’s preening. It’s weird. It feels like something a client would mandate. We spent all this money getting David Beckham we better f-cking say his name! Can’t you just hear them? I could.

And what’s up with the strange way he carries that yellow bag? It’s like he’s holding a dead gerbil. Trust me, that was produced into the spot (Hold it up so the camera sees it!) and it’s not normal.

I’m nit picking. But the details will out!

This is an incredibly expensive production. We see and hear many principals, including one mega-celebrity. I’m only guessing but I presume the contract with DB was preordained. So be it. But I would have much preferred a spot where, say, he and his well-known wife have an improbable conversation about choosing new phones. Like “Gee, honey, do you honestly care about your phone plan?” He replies: “I do when they’re paying me 1.5 million Euros.”

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