Bono and Beckham in new Red Motorola Razr phone campaign
Bono is to be joined by David Beckham in a new ad campaign for Red Motorola phones.
The campaign will be a partnership with Bono's Project Red philanthropic organization, following the launch of the Motorola Red Slvr phone.
A portion of the sales of a bright red version of Motorola's Razr phone, available from such outlets as the Carphone Warehouse go to Project Red.
Bono will not actually be doing any ads for the phones but it's hoped the association will be powerful enough.
Motorola's recent flurry of celebrity deals started last month when it launched the special phone with Bono, who is front man for the Irish rock band U2. The phone, a blazing red version of Motorola's Slvr, is part of Bono's Product Red project.
Product Red is a brand. A portion of sales from products associated with it do to fight AIDS in the developing world. Motorola is the fifth company to join Product Red.
The Moto-Bono pairing isn't an endorsement deal; Bono isn't doing Motorola commercials. But it has the same effect: Tying Motorola's brand to one of the most celebrated pop artists.
U2 ranks fourth in Forbes magazine's "Celebrity 100" list of the world's richest and most powerful stars, and Bono's persona and activism is a major part of the reason.
David Beckham apparently also has an interest in the fight against AIDS, appearing in a UNICEF ad spotlighting the disease's harm to children.
Beckham apparently handed out the red phone to 550 A-list stars at a pre-World Cup party at his home in England.
As a brand ambassador, Beckham--one of the world's most photographed people--will regularly carry Motorola phones. He of course will appear in advertisements.
And exclusive Beckham "content"--screensavers and video clips of the man in action--is expected to embedded in some Motorola phones.
The Beckham deal is being rolled out in Asia and Europe during the World Cup. A key promotion: About 20 people who buy Motorola phones during the tournament will win a personal training session with Beckham in Madrid.