Ad Campaigns
David Beckham steals the spotlight in Boss One’s latest campaign
MUMBAI: David Beckham is back in the spotlight, redefining style and confidence as the face of the latest Boss One Bodywear campaign. Shot by the legendary duo Mert and Marcus, the campaign brings together timeless elegance and modern masculinity, marking an exciting new chapter in Beckham’s long-standing partnership with Boss.
“The launch of Boss One Bodywear is a milestone in our collaboration with David Beckham and a testament to our shared commitment to style and excellence,” said Hugo Boss ceo Daniel Grieder.
The collection features premium men’s underwear essentials, including trunks, briefs, tank tops, and t-shirts in classic black and white. Designed for ultimate comfort, each piece is crafted from a blend of cotton and elastane for a sleek, figure-hugging fit.
The campaign, developed by Team Laird, showcases Beckham in a cinematic sequence, arriving at a New York warehouse apartment in a vintage sports car to the iconic track In the Air Tonight. The visuals capture an element of boldness and surprise as he unveils the black Boss One Bodywear trunk.
“I thought my bodywear modelling days were over, but when Boss shared their vision and brought in Mert and Marcus, I couldn’t say no,” said Beckham. “The collection is beautifully made, and I’m proud to support this campaign as part of our partnership.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
