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Who is the wannabe Beckham now?

Posted in General, Advertising, Marketing, Oliver Milman, Latest reporters' blogs December 18th, 2007 by Oliver Milman

 

 

 

 

 

 

 

 

 

 

 

How strange that Victoria Beckham, who has been roundly flagged up as an example of our glorification of the pointless, and her ‘England hero’ husband David have effectively swapped places in recent weeks.

At around the time that Spice Girl fever was hitting the UK, Mr Beckham was stripping off for a Giorgio Armani ad, underlining the fact that his career as a serious footballer is over.

There are many who have argued that the Beckhams have only ever been mere brands themselves. Recent preposterous ads for the couple’s fragrance range underline this.

But it must bother David that the figleaf for his overblown fame – the fact he was a fairly successful footballer – has been blown away at a time when his wife is reminding us why she is famous, beyond pouting at cameras and buying clothes.

Sure, the Spice Girls reunion in a confusing, desperate scramble for both money and lost fame, but at least Posh is putting in a bit of effort, even if critics agree that she can’t sing to save her life.

Meanwhile, David is reduced to kicking his heels in a sub-standard US team, while seeing his chances of playing for England again recede with the appointment of Fabio Capello, with whom he fell out while at Real Madrid.

However, once Victoria has finished her Spicey reunion, she will find herself in career retirement again, this time with David for company.

Could we now be seeing the point where both Beckhams drop all pretence and work full-time at being the LA brand endorsers they are slowly turning into? In a way Victoria has shown David that you don’t need to be good at what you do – or, in fact, do it at all – in order to flog smelly stuff and clothes.

What does the future hold for ‘Brand Beckham’ now that their respective careers are now fading into the night?