Following in the footsteps of his wife Victoria Beckham, David Beckham unveiled his own new Emporio Armani Underwear ad at Selfridges on Oxford Street, London.
The ad features the hunky David Beckham with a thick rope a la Tarzan and ripped abs. It was shot by Mert Alas & Marcus Piggott and is part of the Fall 2009-Winter 2010 ad campaign.
Implications - Sexual appeal tends to have a fairly good success rate in drawing attention from consumers. With celebrities thrown into that mix, brands have a winning strategy in gaining the exposure that many businesses crave when a new product is being released. As controversial as sex is, it sells and it's often an effective angle to create eye candy and therefore accentuate the product itself.
Tarzan Underpants
David Beckham on a Rope for Emporio Armani Underwear
Trend Themes
1. Celebrity-driven Marketing - Using well-known personalities to promote products has become increasingly popular, attracting consumer attention and potentially increasing sales.
2. Sexualized Ad Campaigns - Sexualized ads have become an effective marketing strategy for companies, drawing attention and creating buzz around their products.
3. Controversial Advertising - Controversial ads, such as those featuring sexual content, can be risky but can also generate interest and publicity for a product.
Industry Implications
1. Fashion - The fashion industry has heavily utilized celebrity-driven marketing and sexualized ad campaigns to promote clothing and accessories.
2. Beauty - Beauty companies have used similar advertising strategies, often featuring celebrities or provocative imagery in order to promote their products.
3. Luxury Lifestyle - The luxury lifestyle industry has often utilized celebrity endorsements and polarizing advertising tactics in order to promote high-end products and services.