Indiantelevision.com Team

(18 April 2009 5:00 pm)

NEW DELHI: Motorola has launched global campaign, ‘Aura of David Beckham’ for its luxury handset the Aura. The campaign, which features Motorola’s brand ambassador David Beckham, is scheduled to go on air next week.

The campaign has been conceptualised by Ogilvy London and has been directed by Anthony Mandler, known for directing singer Rihanna’s music video.

According to Motorola, “The campaign was inspired by renaissance art, fusing bold classical sculpture with precise anatomical sketches", and modern themes such as mechanisation and robotics.”

Apart from television commercial, the product will be further promoted through print. The Print ads for the new handset feature a shirtless Beckham holding the phone, which appears to show an x-ray of the inner workings of half of the footballer's body.