Motorola RAZR 2 Campaign

Motorola hoped to use David Beckham's global appeal to promote it's new Moto RED campaign. On top of featuring an all new Motorola phone model, part of the sales of this new line will be used for AIDS relief in Africa.

As one of Motorola's top endorsers, exclusive Beckham content is available to RAZR 2 owners. This content includes Beckham screensavers and downloadable video content. Another feature of the campaing is that Beckham will use Motorola products exclusively.

As lucrative as this endorsement is for Beckham, it also helps to further his position as a humanitarian by campaining for AIDS research and relief. It is refreshing to see athletes taking a stance through their marketing choices and not just chasing the highest bidders.