David Beckham To Star In Motorola's New Global Ad Campaign

Campaign Inspired By New Terminator Movie, Ads Expected To Launch Later This Month

MLS Galaxy MF David Beckham is "fronting a new global ad campaign" for Motorola, according to Ed Kemp of BRAND REPUBLIC. The "Aura of Beckham" campaign promotes the company's new luxury Aura handset, and it is designed to "show the balance between the design and function of the human form vs. mechanical devices by revealing their inner 'power and beauty.'" The ad presents Beckham as a "Terminator character and breaks ahead of the release of the new Terminator Salvation film," which will be released to theaters on May 21. The campaign "launches later this month" (BRANDREPUBLIC.com, 4/17). In London, Sarah Knapton writes the "final image, which uses cutting-edge post production techniques, shows Beckham framed by a red light which gives him an otherworldly aura and exposes his ribs, muscles and arteries." Beckham has been endorsing Motorola since '06 (London TELEGRAPH, 4/17). In Manchester, Mark Sweney notes the campaign "was shot by director Anthony Mandler," who directed Beckham during his guest appearance on E!'s "Snoop Dogg's Father Hood." Motorola said that the campaign, via Ogilvy, London, was "inspired by renaissance art, 'fusing bold classical sculpture with precise anatomical sketches,' and modern themes such as mechanisation and robotics" (Manchester GUARDIAN, 4/17).

WELL-OILED MACHINE: Manchester United MF Cristiano Ronaldo has inked a two-year sponsorship deal with Castrol in which Ronaldo will lead new Castrol Edge and Castrol Power 1 brand communication campaigns as well as support the full Castrol product range (Castrol).