Banging Like Beckham
Thursday, January 31st, 2008
Raven Says: So, there’s a brand of condom out with soccer star David Beckham’s face all over it. No, not all over the actual condom (that would be far too creepy) but on the packet known as ‘Beckham contraceptive’, which claims that you’ll score in bed like the L.A. Galaxy star does on the pitch. It’s not official and it’s not endorsed but it is still the top-selling brand of condoms in China. I think this is really weird.
Wouldn’t putting China’s superstar basketballer Yao Ming, who got married last year to longtime girlfriend Ye Li in what was touted in the mainland as ‘the biggest event of 2007’, be more relevant to the market? He scores a lot- and so does she, as a well known basketball player herself. Maybe it’s the Beckham’s sexy product campaigns that inspired the condom company (like the balls-in-your-face Armani underwear ad out now) or maybe it really is because he scores a lot of goals on the field.
If you ask me, it’s more likely to be related to the fact that the Beckhams (including pop star wife Victoria, who posed nude for a T-shirt campaign to highlight the dangers of skin cancer) are a well-oiled marketing machine, with oodles of business savvy and the ability to make gazillions of dollars from pretty much anything they put their faces on. He kicks a ball around and she prances in stilettos across international magazine covers. I don’t think that people want to score as much as he does, rather I think that they want his life. And if buying bits of rubber can get you one step closer to it, then by golly I’m willing to spend a couple of bucks myself.
Tell us: Would you buy products just because the Beckhams put their names and faces to them? Are you envious of their charmed lives - or do you think they are overexposed?
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LETTERS VIA E-MAIL
David Beckham is simply a massive sex icon that is revered worldwide because of his pin point crosses, immense marketing power as well as his high profile marriage to a Spice Girl. Sex sells, and it is no surprise to see his face in different kind of branding, whether authorized or not.
Beckham is hugely desirable and if that helps that brand of condom to sell , I am sure the manufacturers will be grinning from ear to ear as their bank accounts will be ’scoring’ non stop. I will certainly not buy a product just because it is endorsed by a celebrity.
Research has shown that lots of celebrities do not actually use the products they are endorsing, they allow their name and faces to be plastered all over various marketing campaigns on pure monetary grounds. Even if they do use that particular product, there is no particular charm to it.
Simply put, I am no Beckham and no amount of Beckham related merchandise will make me any more like Beckham. Half the time when we purchase items, we want to impress and please people around us and get their acknowledgment.
I am not envious of their ‘charmed’ life because they don’t seem to have a life. David’s life is evolved around an sub-par football league and running circles around his endorsements while Victoria’s life is centered around her gigs, runways and less than pitch perfect singing. They have to maintain their ‘mask’ at all times because of their Mount Everest like status and are seldom allowed to relax and show their true selves
Peng Tie Lun
Jeans, apparel, fragrances and now the face promoting contraceptives? Since way back when Victoria was Posh Spice and Beckham was a rising hot young footballer, they have been on the fashion forefront; on the covers of countless mags for their style (and lack of it at times).
The Beckhams are overexposed. Frankly, although I do feel that Beckham is dashing, Victoria is sexy in an anorexic way and their sons adorable beyond words, I am not compelled to pick up a product just because the Beckhams’ family portrait is plastered on it.
Daniel Sng



