Motorola bends it like Beckham for its ‘Aura’

Motorola bends it like Beckham for its ‘Aura’

Author | Pallavi Goorha Kashyup | Saturday, May 23,2009 9:40 AM

Motorola bends it like Beckham for its ‘Aura’

In keeping with its global campaign, Motorola is launching its global print campaign for high-end phone ‘Aura’ in India. Conceptualised by O&M UK, the ad has been shot in Milan by celebrated Hollywood director Anthony Mandler. The final result uses cutting-edge post-production techniques to show footballer David Beckham in a different light.

The campaign has been visible in very select premium portals spanning subjects such as business, travel and news and in high-end print.

Faisal Siddiqui, Head of India Operations, Motorola Mobile Devices, explained, “The print advertisement has been inspired by a modern interpretation of classical Renaissance sculpture, as well as the beauty, power and craftsmanship of the Aura phone. The image captures the intricate workings of David as never seen before. The image expresses how inner power and precision drives outward beauty and a finely sculpted form, similar to the design of Aura and Beckham himself. To celebrate its ultimate luxury handset, Aura, Motorola commissioned a new photo shoot with Motorola brand ambassador David Beckham.”

“Given the luxurious nature of the product, the ad campaign appears in select high-end print and online media,” he added.

Siddiqui further said, “David Beckham needs no introduction. From being a sports star, a style icon, and a father to a philanthropist, Beckham is respected and admired the world over. He was an ideal choice for Motorola as global ambassador. He embodies the ideals that our devices represent and our company believes in.”

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