Surprise Becks

I have mentioned once or twice or a dozen times that I like the Beckhams. If I'm honest, I feel sort of weirdly protective of them, because the horrendous tabloid scrutiny to which they're subjected, and the inexplicable narratives that result therefrom, so perfectly exemplify the culture of judgment—the shitty, uncritical culture of judgment—that is an outgrowth of the nightmarish entitlement we seem to believe we have to own every part of public figures' lives.

David Beckham is a world-class footballer subjected to petty arguments about being overrated that inevitably devolve into derisive snorts about underwear modeling. Victoria Beckham is a world-class designer whose fashion career is casually elided by people who want to accuse her of unearned fame, snorting reductive judgments about her participation in a (highly successful) girl-band once upon a time.

They are professionally successful, but incessantly picked-on as undeserving. That sort of thing irritates me generally, but really gets under my skin when it's done to the Beckhams (not that they need my defense), because, in addition to living parts of their hardworking lives in public for our entertainment, they seem quite nice.

Niceness is so underrated.

Anyway. That is an unnecessarily long preamble to introducing this adidas advert, featuring David Beckham. He is good sport, in every way.

Text Onscreen: adidas presents

Image of a photobooth labeled "Great Britain #takethestage".

Text Onscreen: We invited a bunch of people to take the stage and support Team GB."

Cut to a group of three football fans, two black women and a black man, doing a footie chant while taking pictures in the booth. Suddenly their expressions turn to surprise.

Text Onscreen: We also invited someone else...

Cut to two black young men in the photo booth; David Beckham peeks his head into the booth and they react with shock and delight. Becks laughs.

Cut to a montage of Becks taking pictures and grinning with lots of different groups of people, who are all surprised and grinning. He genuinely looks like he's having fun, throwing his arms around their shoulders and posing for pictures with them in the booth. He hugs people and lets women and men kiss his cheeks. He shakes their hands and says, "Nice to meet ya." With a group of two white men holding props, he is offered a prop microphone. "I've got the rubber duck!" he says, holding up a Union Jacked rubber ducky. He surprised a young white woman and asks, "Can I get in?" She squeals, "Yes!" and waves him into the booth. He hugs a little white boy who is weeping with being overwhelmed. "Should we do some pictures?" Becks asks him.

Cut to people who've had their pictures taken with Becks leaving in an elevator. They are all excited. "Best thing ever!" enthuses a black woman. "That was wonderful!" says a white woman. "Wow," whispers a black man. The little boy wipes his tears.

Text Onscreen: #takethestage / adidas / official sportswear partner of the 2012 London Olympics

That's the kind of advertising that makes me want to buy a product.

Contact adidas and thank them for positive advertising that uplifts instead of putting people down.

[Via Andy.]