Aug 14, 2008
Toronto, Ontario Canada., August 14, 2008 – Sharpie® markers
debuts its global print and TV advertising in Canada the week commencing
August 18th, 2008 featuring soccer superstar David Beckham – and just as
the first-ever Sharpie Pen hits store shelves. The popular autograph
brand, which earlier this year announced a two-year global partnership
with Beckham, expects to score big with the new ads – and the new
product.
The TV spot, set to air in select markets around the world throughout
starting in July, shows Beckham using various Sharpie markers to
autograph a variety of unusual items for fans. But 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.
“I love using Sharpie markers for autographs, except for the fact that
fans like to walk off with them, leaving me to fend for myself,” said
Beckham. “I don’t mind, but I’m glad for the partnership because you can
never have too many Sharpie markers.”
Sharpie, a flagship brand of Atlanta-based Newell Rubbermaid, launched a
teaser ad campaign in early March that left viewers wanting more. It
showed only a hand presumed to be Beckham’s signing a golf ball.
“We received a lot of feedback on that ad,” said Howard Heckes,
president of the Sharpie business unit. “Everybody said they wanted to
see more of Beckham. These new ads deliver, showing him in a way people
haven’t seen before while also staying true to Sharpie’s history of
bold, humorous ads that pack punch.”
The print ads were shot by renowned photographer Anthony Mandler, who
has captured several other celebrities on film, including Matt Damon,
Eva Mendez, and Sharon Stone. His photos have graced the covers of major
magazines such as Entertainment Weekly, Esquire and ESPN. The TV spots
were directed by Simon Cole. The Sharpie print and TV ads were developed
by Young & Rubicam’s Brand Buzz agency based in New York.
“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 Heckes. “Now that we’ve introduced our
partnership, we’re ready to unveil this next round of ads which make
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 around the world, including
North America, Latin America, Europe and Asia Pacific. The campaign
includes advertising, in-store displays, and a revamped global Web site.
It also includes a consumer promotion encouraging people to “Write Out
Loud with Sharpie Markers & Win” for a chance to meet Beckham in person.
The promotion launches in select markets this summer, and is scheduled
to launch in Canada next February
To enter, consumers visit www.sharpie.ca and submit images of everyday
items – from the mundane to the outlandish – that they’ve designed,
decorated and decked out using Sharpie permanent 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.ca /www.sharpie.ca/> 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
www.sharpie.com