The use of global superstars in advertising campaigns has become something of a standard practice these days, but one campaign has taken the media by storm – the one for Emporio Armani men’s underwear, modelled by David Beckham.
It is true that there are few sports stars more recognisable than Beckham, a man whose name is known from Europe to Asia, Africa to America thanks to his footballing prowess, good looks and celebrity wife, yet the campaign has been one that has garnered more column inches than perhaps any other of recent years.
The pictures are often daring, quite revealing and show the Beckham physique to the full while portraying the stylish and very sexy underwear produced by Armani to great effect; it is also true that there has never been a men’s underwear campaign quite like it, with huge posters of Beckham in the skimpiest of briefs being unveiled to great fanfare in some of the world’s most recognisable locations, adding impetus and grandeur to what is a very impressive range of underwear indeed.
Quality and style are Armani bywords, and to that we can now add the very best in celebrity endorsement; this is a world superstar of the highest order, and the ads have become iconic – to both the gay and straight communities – in almost an instant.
Needless to say Armani has made just the impact it intended with these impressive and very innovative adverts, and may have taken men’s underwear to a new level of stature and excitement as a result.
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