David Beckham takes a sneaky break in Droga5's campaign for Maserati
The soccer icon endorses another luxury brand in spot directed by Harmony Korine
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David Beckham has added Maserati to the long list of brands he endorses, starring in a new spot for the luxury automaker in which he takes a sneaky break from his schedule.
The ad, the first work for the brand by Droga5 London, was filmed in Miami within the last month and directed by MJZ's Harmony Korine ("Kids," "Spring Breakers"), who, like Beckham, is currently based in the city.
Beckham, donning a floral shirt, drives his Maserati SUV, the Levante Trofeo, around town as he listens to his automated diary schedule for the day. Clearly supposed to be in back-to-back appointments, he nevertheless stops to perform some doughnuts in a secluded location beneath the freeway.
The idea, says Droga5 London Chief Creative Officer David Kolbusz, is that "like all of us, Beckham is over-extended in this information age," and is enjoying a little act of rebellion, "a micro-aggression against his diary."
Beckham has been announced as a "global ambassador" for Maserati. In real life, however, the soccer icon has a somewhat checkered history with driving; he was banned from driving in the U.K. for six months in 2019 for using a mobile phone behind the wheel. (According to Kolbusz, the issue "didn't come up" either for the agency or the brand.)
Since his retirement from soccer, Beckham has appeared in ads for his own Haig Club whisky (including a recent collaboration with Ryan Reynolds' Aviation Gin to support bartenders) as well as for brands including H&M and Adidas. He also appeared in a recent PSA for the charity Malaria No More.
Credits
- Date
- Apr 13, 2021
- Client :
- Maserati
- Agency :
- Droga5-London
- Chief Marketing Officer :
- Paolo Tubito
- Head of Brand Creative :
- Mariano Rosario Zumbo
- Brand Communications :
- Anna Cavallieri
- Chief Creative Officer :
- David Kolbusz
- Creative Director :
- Ed Redgrave
- Creative Director :
- Dave Wigglesworth
- Creative :
- Ethan Bennett
- Creative :
- Liam Crerar
- CEO :
- Bill Scott
- Group Account Director :
- Mike Waywell
- Head of Production :
- Chris Watling
- Assistant Producer :
- Oliver West
- Chief Strategy Officer :
- Dylan Williams
- Strategist :
- Francesa Zedde
- Production Company :
- MJZ
- Director :
- Harmony Korine
- DOP :
- Jared Fadel
- Executive Producer :
- David Zander
- Executive Producer :
- Helen Kenny
- Head of Production :
- Lindsay Turnham
- Producer :
- Emma Butterworth
- Line Producer :
- Judd Allison
- Commercial Production Co. :
- Studio 99
- Managing Director :
- Nicola Howson
- Exec Producer :
- Elizabeth Derham
- Exec Producer :
- Nicola Doring
- Production Manager :
- Sofia Ricci
- Production Manager :
- Claire Luke
- Editing House :
- Marshall Street Editors
- Editor :
- Guy Savin
- Assistant Editor :
- Oliver Morgan
- Head of Production :
- SJ O’Mara
- Post Production :
- No.8
- Managing Director :
- Barny Wright
- Grade :
- Tim Smith
- Grade :
- Cheat
- Audio Creative Director :
- Sam Robson
- Sound Design & Mix :
- James Lyme
- Producer :
- Emma Shuter
- Music :
- “Fall” by The Bug
- Media Planning/Buying :
- BCW Global
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