Awkward associations

Companies want to associate themselves with stuff that is more interesting, sexy and worthy than they are. That is the mechanism of sponsorship and a lot of advertising, too. (Making an ad is increasingly akin to designing an event your client didn't know they wanted to sponsor.)

Anyway, we all know this is how brand ads work but that doesn't mean it's okay to be shameless about it. In this 48-sheet, Becks appears to be trying to associate itself with music, art AND the fight against racism. These are three cool kids to hang around near, but it's all too much and the result is a bit embarrassing.