Jun 22, 2008
International Football Star Drives Global Marketing Campaign for
Sharpie as New Advertising Kicks into Gear
Australia – Sharpie® markers debuts its global
TV ads this week featuring football superstar David Beckham.
The popular 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 starting in
June, 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 – and a good look – at Beckham.
The
ad launches in Australia on June 22nd on networks including Channel 10
and Foxtel. It was directed by Simon Cole and developed by Young &
Rubicam’s Brand Buzz agency based in New York.
"I'm pleased to work with Sharpie as a partner,” said 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."
“The Sharpie brand has strong awareness in the United States, and our
partnership with Beckham elevates our brand for a more global footprint
around the world,” said Howard Heckes of Sharpie Global Business Unit
President. “Now that we’ve introduced the partnership, we’re ready to
unveil the TV ad that makes light of the Beckham autograph experience in
a way we think will resonate with Sharpie marker fans everywhere.”
Sharpie Kicks Off Global promotion, Web Site and More
The Sharpie brand partnership with Beckham includes a fully integrated
global marketing campaign in key regions, including North America, Latin
America, Europe and Asia Pacific. The campaign includes advertising,
in-store displays, packaging and a revamped global Web site. It also
includes a consumer promotion encouraging people to “Write Out Loud®
with Sharpie & Win” for a chance to meet David Beckham in person.
Beginning in Australia on June 12th consumers can enter the “Write Out
Loud with Sharpie & Win” promotion by visiting www.sharpie.com and
submitting images of everyday items – from the mundane to the outlandish
– that they’ve designed, decorated and decked out using Sharpie markers.
Sneakers, backpacks, t-shirts, and soccer balls are just the start of
the many canvases (safe and legal, of course) awaiting the bold mark of
a Sharpie marker. Entrants are encouraged to “think Beckham and be bold”
for a chance to win an all-expense paid trip to meet David Beckham in
person. Go to www.sharpie.com for complete contest details.
The Sharpie brand appeals to a wide variety of fans and has a long
history of sports sponsorships in the United States. Among the top-name
athletes who have previously partnered with the Sharpie brand are
NASCAR’s Dale Earnhardt Jr., Pro Football wide receiver Terrell Owens,
Pro Football Hall of Famers Steve Young and Howie Long, and legendary
golfers Arnold Palmer and Gary Player. Many athletes use Sharpie markers
to sign autographs because they leave a bold mark.
For more information on the Sharpie-Beckham partnership, go to sharpie.com.
About Sharpie®
For more than 40 years, Sharpie has been the popular brand of permanent
marker associated with the autograph experience. Newell Rubbermaid’s
Office Products Group, maker of Sharpie® markers, is a worldwide leader
in the manufacturing and marketing of writing instruments, art products
and office organization and technology products, including such well
known brands as Paper Mate®, Sharpie®, DYMO® Parker®, Waterman®, EXPO®,
uni-ball®, and Rolodex®, among others. Visit sharpie.com
for more information.
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