Source: Little Black Book (LBB), reporting by Ben Conway.
The Home Depot Taps David Beckham to Help Fans “Build It Like Beckham” Ahead of FIFA World Cup
The Home Depot is bringing the excitement of the FIFA World Cup into backyards with a new integrated campaign starring global soccer icon David Beckham and actor Josh Lucas.
The centerpiece, Build It Like Beckham, follows Beckham as he prepares his backyard for a summer of soccer with Lucas providing comedic commentary and a little less than helpful assistance. When the project calls for the right tools and materials, Beckham heads to The Home Depot to build the ultimate backyard viewing destination.
The retailer said Beckham was a natural fit for the campaign thanks to his genuine passion for home improvement, something audiences saw firsthand in his Netflix documentary. According to The Home Depot’s Vice President of Creative Marketing, Whit Friese, the partnership focused less on Beckham’s legendary soccer career and more on his authentic love of DIY projects.
The campaign was developed by Alt League after winning the creative assignment over several agency partners.
It also highlights the continued creative partnership between The Home Depot and LERMA/, which played a key role in bringing the integrated campaign to life. Working alongside production company Minted Content and director David Leitch, the team helped execute the ambitious World Cup effort that spans broadcast, retail, experiential activations and in store engagement.
The spot also marks the first on camera appearance for Josh Lucas in a Home Depot campaign after years of serving as the brand’s signature voice. The pairing came together after Beckham expressed admiration for Lucas’ work, leading creatives to bring the familiar voice in front of the camera for the first time.
Beyond the commercial, the partnership extends across the company’s FIFA World Cup activation. Working with Octagon, The Home Depot will bring “Beckham’s Backyard” experiences to FIFA Fan Fest events while engaging its 400,000 associates with special World Cup themed orange aprons, pins, jerseys and ticket giveaways. Select stores will also host children’s workshops featuring soccer themed building projects and Panini sticker activities.
The campaign continues The Home Depot’s growing investment in sports marketing, building on longstanding partnerships with ESPN College GameDay, the NCAA and U.S. and Mexican soccer organizations as the brand leverages live sports to reach consumers ahead of one of the world’s biggest sporting events.
