• by Sarah Mahoney , 6 hours ago

Home Depot is breaking the next phase of its FIFA campaign starring David Beckham, and he’s not alone. This time, the ads also star Josh Lucas -- the actor who has long been nothing but an off-camera voice for the retailer -- as Beck’s not-so-helpful sidekick.

Themed “Build It Like Beckham,” the new work positions the backyard as the ultimate destination for gathering, entertaining, grilling, and match-day viewing.

The retailer broke the first phase of its Beckham ads back in March. Whit Friese, vice president, creative marketing, says the company’s decision to put Lucas in front of the camera was a sort of happy accident.

 “We love Josh, and his voice is wonderful. And we are certainly aware of the resurgence he is having in Hollywood, between 'Yellowstone’ and 'Ford v Ferrari.’ We were playing with the idea of using a well-known voice for a soccer commentator in the ad, maybe an English one. And someone said, 'Why wouldn’t it be Josh? He actually is our voice.’”

And just like that, he says, putting Lucas, who has voiced Home Depot commercials since 2013, in front of the camera seemed like the most natural thing in the world. It helped that Beckham himself turns out to be a Lucas fan, and even claimed to be a little starstruck by him.

And while everyone knows Beckham -- even Americans who know little about the game -- “maybe 10% of people know who Josh Lucas is. This is a great chance to surprise people, and have them say, 'Oh yeah, I know who that guy is.’”

Friese also acknowledges that the brand had to give careful thought about how to deploy Beckham, who is also appearing in FIFA-themed ads for Lay’s, Stella Artois, Adidas, Bank of America and Lenovo, to name a few.

And while there are many talented players that would be familiar to avid fans, the list of those who are recognizable to most Americans is a short one. “We're a very proud and large brand. If we are going to partner with anybody, it has to be someone of similar stature," says Friese. "We’re not just going to hand our brand over to any talent or celebrity.”

It also helps that Beckham -- one of the few billionaire athletes who could doubtless pay a small army to handle his landscaping -- actually has a strong Home Depot streak. “His Instagram shows how much he's in the yard – he gardens, keeps bees, barbecues and builds things.”

Beckham has even shown up at company events for Home Depot store managers, gushing about his favorite HD locations. “Our brand is important to him, and this just feels like the right partnership,” Friese says.

Rival Lowe’s is partnering with Lionel Messi, another highly recognizable star. “But Messi doesn’t do yard work,” Friese says.

Home Depot worked with the Alt League to create the campaign.

As the opening of the tournament draws closer, Friese tells Marketing Daily how the company is tracking results of the effort, which he describes as having the media reach of  “about 13 Super Bowls.”

While no one knows yet what the ultimate viewership will be, it’s allowing the retailer to tap into three important areas of engagement. First, it is a great opportunity for all associates involved in something they’re wild about. It also offers a powerful connection to multicultural customers and professionals, with much of the marketing running in Spanish-speaking broadcast and streaming. “We already do a good job of connecting, but this will allow us to take it to another level," adds Friese.

Finally, it is another way for the retailer to intensify relationships with its professional audience, which accounts for about half of its sales.  Target is zeroing in with watch parties and special events, just as it does with basketball, college game day and golf.

The company also just announced results for the first quarter of its fiscal year, with comparable sales rising just 0.4% as the flat real estate market continues to dampen people’s enthusiasm for big projects. Friese says the company’s marketing continues to acknowledge that, with stepped-up value messaging and an emphasis on everyday low prices. “They may not be doing huge renovations, but things still break. They still need a place to go for advice, and that will never change.”