Jul 01, 2008
1 JULY 2008, UNITED KINGDOM , – 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
July, 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 the UK on 1st July on a range of terrestrial channels such ITV and
Channels 4 and Five plus various satellite channels including Sky, MTV,
Living and Trouble. 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, 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 around the world, including
North America, Latin America, Europe and Asia Pacific. The campaign
includes advertising, in-store displays and 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 the UK on 1st July, 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.