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It’s tricky for a commercial to use an athlete who’s now as famous for being famous as he is for doing what made him famous in the first place. With the aura of free-floating celebhood that surrounds such a person, his or her presence can easily upstage the brand that’s being promoted. This spot for Sharpie (via Y&R’s BrandBuzz) works its way around that pitfall. While obliging his fans by autographing various hard-to-write-on surfaces, David Beckham starts coveting the Sharpie markers handed to him for this purpose.
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