DAVID Beckham stars in the new BOSS underwear campaign as the brand launches its BOSS ONE Bodywear collection, directed by legendary fashion photography duo, Mert and Marcus.
The campaign, designed by the Team Laird agency, sees Mert and Marcus apply their distinctive cinematic style to breathtaking video and stills of Beckham, whom we see pulling up in a classic sportscar and entering a New York City warehouse apartment.
David Beckham for BOSS One Bodywear
David Beckham for BOSS One Bodywear
On-screen, Beckham invites the viewer in as he returns home for the day, to the pulsing beat of the anthemic “In the Air Tonight.” Brace for boldness and an element of surprise as Beckham reveals the new black BOSS ONE Bodywear trunk.
The BOSS ONE Bodywear launch is supported by a 360-degree marketing campaign. In a brand first for BOSS, Beckham will thrill audiences in cinemas and at home, appearing in BOSS ONE Bodywear campaign clips on the big screen and on streaming platforms such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.
David Beckham for BOSS One Bodywear
Larger-than-life stills of Beckham in his BOSS ONEs will appear on billboards and in selected high-traffic locations, as well as in BOSS stores and department stores around the world. On social media, the BOSS ONE Bodywear campaign will see close to 100 talents of the moment show off their BOSS ONEs across various platforms.
Also a debut for the brand: BOSS ONE Bodywear vending machines will be placed at key locations in Europe and the US, selling hero products from the collection in a fun, interactive way. Additionally, over 100 dedicated pop-ups will appear in premium retail locations worldwide, featuring the complete first drop of BOSS ONE Bodywear.
The BOSS ONE Bodywear collection consists of premium-quality men’s underwear essentials, including trunks, briefs, tank tops and T-shirts in minimalist black and white hues. Crafted from a figure-hugging blend of cotton and elastane, the selection offers all-day comfort and confidence.
by Chidozie Obasi