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18 April 2021

Straight to hell, boys.

by Jason Stone


Maserati: “David Beckham” - 60s

At DAVID we like to offer the benefit of the doubt whenever possible too much so, according to some... but there are times when a piece of communication is so fundamentally flawed that it merits criticism without taking account of its makers' feelings. And that's true even when the past records of those involved makes us want to offer them special consideration.

This film for Maserati featuring David Beckham is as tone deaf as the recent Burger King social media campaign which caused such a furore on International Women's Day.

What on earth possessed the client and the agency to think that a spiteful exhibition of profligacy should be associated with a modern brand?

The optics are so poor that the car marque might as well have advertised itself by having Beckham lighting a cigar with burning banknotes. (Sorry, if that's a spoiler for the second ad in this campaign.)

Admittedly, there is probably a correlation between the kind of man and we choose our nouns and pronouns carefully here who thinks it's cool to express his frustration by aggressively destroying a set of tyres, and the kind of man who would consider buying a Maserati... but if advertising has any useful purpose at all then it should be to correct this attitude rather than to encourage it. And even if you don't share that view, you ought to be aware that you are not advertising in a vacuum... viewers other than those whom you are targeting will see this film, and it seems pretty unwise to overlook their reaction unless you're oddly keen to be first in queue for the guillotine.

Our best hope is that the agency is well aware of what they have done, and they're engaged in a clandestine mission to lure the soulless idiots attracted by this proposition to Maserati showrooms where a trap door will spring open beneath the aforementioned human detritus sending them directly to a hellish oblivion.


Creative Agency: Droga5 Ⓟ Ⓦ
CCO: David Kolbusz
Creative Director: Ed Redgrave / David Wigglesworth
Creative: Ethan Bennett / Liam Crerar
Group Acc Director: Mike Waywell
Group Strategist: Dylan Williams
Strategy: Francesa Zedde
Head of Film: Chris Watling
Ass't Prod (Agency): Oliver West
Cinematographer: Jared Fadel
Editor: Guy Savin @ Marshall Street Editors Ⓟ Ⓦ
Post Production: Barny Wright @ No.8 Ⓟ Ⓦ
Colourist: Tim Smith Ⓟ Ⓦ @ Cheat Ⓟ Ⓦ
Sound Designer: James Lyme @ No.8 Ⓟ Ⓦ
Audio Producer: Emma Shuter @ No.8 Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.