Sharpie markers debuts its global TV ads via Young & Rubicam’s Brand Buzz NYC featuring soccer superstar David Beckham. The autograph brand, which earlier this year announced a two-year global partnership with Beckham, expects to score big with the new ads.
The TV spot, set to air in select markets around the world this month, shows Beckham using various Sharpie markers to autograph a variety of unusual items for fans. When the time comes to return the Sharpie marker to its owner, Beckham resists. Ultimately, his quick moves and clever thinking lead to a happy ending for all, but in the process, viewers get a good laugh at Beckham.
Following are the regional ad launch dates along with networks:
— Australia – June 22; MTV, Pay TV
— United Kingdom – July 1; Programme TBC
— New Zealand – July 6; TV1, TV2, TV3, TV4
— United States – July 7; Bravo, TBS, TLC, HGTV, USA, TNT, ABC Family
— Canada – August 18; MuchMoreMusic, W, HGTV, TSN, Canal Vie Musimax
— Latin America – details coming soon
The campaign also includes 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" for a chance to meet David Beckham in person.
