Beckham starring in global Sharpie push

Sassy TV spots leveraging the soccer superstar's penchant for scrawling his autograph with the client's markers will hit Canadian air waves next month.

A global campaign with cheeky TV spots featuring soccer superstar David Beckham autographing for fans will begin airing in Canada on August 18 on MuchMoreMusic, W, HGTV, TSN and Canal Vie Musimax.

The Sharpie brand’s two-year partnership with Beckham is being leveraged for an integrated global initiative that includes TV advertising, in-store displays, packaging (in select markets), and a revamped global website. It also includes a consumer promotion encouraging people to ‘Write Out Loud with Sharpie & Win’ a chance to meet Beckham.

Over the next two years, with schedules varying per market, consumers can enter the contest by submitting images of everyday items they’ve designed and decorated using Sharpie markers.

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

NYC-based Young & Rubicam’s Brand Buzz agency developed the creative, and Toronto’s Wills and Co. is handling Canadian media buys.

To view the TV spots, go to: