Stella Artois outdoor ads feature David Beckham, but only as a hand model

‘His face was a bit distracting,’ say a series of clever ads from Gut

Published On
Mar 20, 2024
David Beckham's hand holding a glass of Stella Artois

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Stella Artois, which rolled out a global TV spot last week starring David Beckham, has also been running a fun digital and out-of-home campaign featuring the retired soccer star. But unlike the TV work, these ads have been subversively skeptical of the whole celebrity endorsement thing.

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The ads don’t feature Beckham’s face at all—just his recognizable, heavily tattooed hands—so viewers can focus on the product instead. “Introducing the new face of Stella Artois,” the ads read. “Unfortunately, his face was a bit distracting.”

The campaign is from Gut Miami.

Stella Artois ad showing only David Beckham's hand holding the product

Stella Artois ad showing only David Beckham's hand holding the product

Stella Artois ad showing only David Beckham's hand holding the product

The ads have been appearing online, as well as in Times Square. They rolled out before the TV work did, so they also functioned as a teaser campaign.

The purity of the faceless out-of-home work was later spoiled a bit when they added an execution showing Beckham’s face (“He was such a good hand model, we decided to promote him,” the brand said on Instagram”) but it was still a fun, sly take on the often Faustian bargain of working with celebs.

Stella Artois ad showing David Beckham holding the product