The Becks a man can get

Adland: 

Becks biggest endorsment deal yet - £40million from a three-year contract with Gillette. You'd think that after contracts with Adidas, Pepsi, Police, Brylcreem, Vodafone and Marks & Spencer he'd soon be overexposed, each time I go to the movies here I catch Beckham in two different brand-ads, usually Police and Adidas. Beckham will make his debut in pan-european commercials next month, and his image will be used in the global launch of a new battery-operated razor.

Comments (9)

  • deeped's picture
    deeped

    I don't go to the movies so I don't have to have him in my lap :)

    May 31, 2004
  • cosmonaut's picture
    cosmonaut

    He is so overexposed. Its to much, but I guess he knows it and just want to the last "few" dollors in the bank...

    zzzzz...

    Jun 01, 2004
  • Dabitch's picture
    Dabitch

    he's so overexposed he'll burn out soon. Signing with Gilette is a sign of jumping the shark.

    Jun 01, 2004
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    How much of that will Posh Spice get when she inevitably lip-synchs for divorce?

    Jun 01, 2004
  • caffeinegoddess's picture
    caffeinegoddess

    it's getting out of hand...becks is getting to be like how michael jordan advertises for way too many products- batteries, hotdogs, shoes, apparel, etc...doesn't it not help the brand when the sports celeb or any celeb for that matter has spread themselves so thin that they are associated with more than 3 brands they back? Personally I'd direct a brand to avoid using a celeb like becks, or Jordan, for that reason.

    Jun 04, 2004
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Becks may be overexposed but he still CAN SELL U almost everything. Why? Coz he's a super-icon. And at the end of the day, all it matters for big branded companies is the "ka-ching" at the register. So, for now, expect to drink, eat, sleep, drive, shave, run--with Beckham.

    Jun 18, 2004
  • Dabitch's picture
    Dabitch

    The ads with Becks in it are airing here now. Basically, it's black and white cheese (like the Angel-ad shown during the superbowl) with a total of two and a half seconds of Beckham. That cost Gillette

    Jun 28, 2004
  • deeped's picture
    deeped

    The spots airs in Swe too. Boring. Gillette should have put their money on invention instead, or getting the swedish players to shave. It must be pretty hot with a beard, playing in Portugal.

    I looking forward to the ads on a new book: "Missing the goal - but failure is a way of learning". A book about believing in oneself with interviews with Beckham and Zlatan.

    Jun 28, 2004

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.