The Beckham Effect

I stumbled upon an advertisement the other day that made me laugh. It’s not often that a Gen-Zer like me has the attention span to watch an entire advertisement, twice in fact! The ad in question is a recent video Uber Eats shared featuring David and Victoria Beckham. Take a second to watch the video before you continue reading. There are several reasons why this piece of content makes for great advertising. But my top three reasons are as follows..

Celebrity Endorsement: The Beckham Effect

Using David and Victoria Beckham in Uber Eats’ advertisement is a strategic move in celebrity endorsement. As reported by Knowledge at Wharton, People are more likely to choose products endorsed by a celebrity and make the choice faster. Celebrity endorsements can significantly influence consumer behavior and brand perception. The Beckhams, the global icons they are, bring unparalleled attention and credibility to any product they endorse. Their star power is not just about their fame but also their relatability and influence across different demographics. Everyone has a crush on David and wants to dress like Vicotria. Or maybe those are just my thoughts. The Beckhams’ association with Uber Eats instantly boosts the brand’s visibility and appeal. The power couple emoby qualities like sophistication and elegance, which can only enhance Uber Eats’ brand image.

Relevance: Tapping into Viral Culture

Before we continue onto my second point, watch the original bit from the docuseries that went viral. The clever recreation of the viral moment from the Beckhams docuseries showcases Uber Eats’ understanding of contemporary media culture. According to a study by the Pew Research Center, relevant and culturally significant content tends to engage audiences more effectively. Uber Eats ensures that its ad is instantly recognizable and relatable by tapping into a moment that has already captured public interest. In addition, the ad is geared towards the Super Bowl, which is only a few weeks away. This relevance is essential in today’s media-saturated environment if Uber Eats wants to appeal to a younger demographic. It shows that Uber Eats is not just a passive observer but an active participant in modern culture, using current trends to its advantage. Such a strategy helps the ad stand out and establishes a deeper connection with an audience that appreciates being acknowledged by the brand.

Humor: The Universal Connector

Lastly, using humor to engage an audience is always a good choice. As noted by Forbes, the use of humor increased purchase intent. Humor in advertisements can significantly enhance ad recall and brand affinity. Not only are the couple (purposefully) getting all the information wrong, but they are doing it in the same style as the original bit. I don’t know about you, but I am definitely more likely to purchase something if the brand makes an effort to make me feel good. In an era where consumers are constantly exposed to aggressive marketing, an ad that brings a smile is particularly effective. It increases the likelihood of the ad being shared and discussed, fostering a positive brand image. Seeing the Beckhams, typically known for their polished image, in a humorous light adds an element of surprise and relatability, further enhancing the ad’s appeal.

Like I said, I’ve watched this ad multiple times, and I think it reaches every demographic. Millennials love the Beckhams. Gen Z can’t resist a viral moment. Americans love the Super Bowl. And everyone loves to watch two good-looking people doing stuff. Uber Eats hit the nail on the head with this one. Let’s hope it continues.