David Beckham was all over the London 2012 Olympics, bringing the torch to the Olympic stadium in a boat, photo-bombing Adidas-sponsored local marketing, “directing” the brand’s last commercial, hyping Samsung’s Galaxy III and cheering on wife Victoria’s Posh Spice revisited turn at the Closing Ceremony. He was even projected onto England’s iconic white cliffs of Dover wearing only his H&M skivvies, a controversial stunt that foreshadowed the latest phase of his underwear campaign for the brand that continues this week.
Nine larger-than-life 11-foot statues of Beckham are coming to Los Angeles, New York’s Flatiron District and San Francisco as H&M looks to drive sales of Beckham’s bodywear line. (Follow the hashtag #HMBeckham for details on a related contest.) He’s also the Paralympics brand ambassador for British grocer Sainsbury’s, with a new campaign breaking Thursday that promotes the Games’ UK telecast on Channel 4. Check it out below.[more]