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SBD Global/February 8, 2013/Marketing and Sponsorship

David Beckham Stars In H&M Bodywear Spot Directed By Guy Ritchie

Ligue 1 Paris St. Germain player David Beckham “appears in a new short, filmed by Guy Ritchie in Los Angeles to promote the latest collection of David Beckham bodywear at H&M,” according to the AFP. The 1:40 short “starts with Beckham waving off his family" on a sunny L.A. morning, then “losing his bathrobe which remains trapped in the door of the family Range Rover.” Beckham’s dilemma is “compounded as the front door shuts behind him, locking him out of the house as the car speeds away.” The spot has him “running through backyards, disrupting tennis games, soccer practices” as he “sprints to catch up with the car.” Beckham “swims the length of a pool,” and the spot ends “as a tourist bus of dazed celebrity spotters pulls up.” Beckham then "tweaks his boxers and is off in a flash!” (AFP, 2/6).’s Shira Lazar said, “Did they really need to spend Guy Ritchie money on directing that film because my mom could have shot that on her flip phone and he still would have looked amazing.” Lazar said the ad "worked." HLN’s A.J. Hammer said maybe Beckham “could go into real film and be the next big Hollywood action hero” (“Showbiz Tonight,” HLN, 2/6). In London, Rob Williams reported Internet speculation, driven by images on the shoot for the H&M advert, has suggested that Beckham "may have used a 'botty double'" -- a body double for his bottom. Speculation that Beckham "may have used a double comes from a shot of Beckham from behind in which tattoos on his right arm disappear and his shoulders appear to have become broader" (INDEPENDENT, 2/7).
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