David Beckham is to star in a global campaign to push Motorola’s AURA mobile phone.
The campaign breaks next week and aims to push the luxury phone as “an icon of design perfection and inner beauty”.
The “AURA of David Beckham” television advertisement first shows the England and AC Milan star’s torso and hand, holding the AURA, framed by a red light. The camera pans upward to reveal Beckham’s face.
The phone is, the company claims, “inspired by luxury time pieces” and features a Swiss-made main bearing and more than 700 individual components in a stainless steel body.
In January, it was announced that Motorola’s corporate vice-president of global marketing Jeremy Dale left the handset firm, after four years at the company.
Bruce Brda, senior vice-president and business general for Greater China, is currently handling Dale’s duties.
The troubled handset maker is to shut down all of its mobile content sites as it shifts its focus to product launches. The company announced 3,000 job cuts in October, with a further 4,000 roles axed in January as part of a restructure of the business following flagging handset sales.