Sophie Hughes – 1st February 2012
Recently I read that in 2011, sales of the classic novel ‘To Kill a Mockingbird’ increased by 123% over one weekend. The author hadn’t died. A film version had not been released. And no election had been swayed on the back of an inspirational quote.
Instead, David and Victoria Beckham, the celebrity power couple of our age, had named their newborn daughter Harper Seven.
Nelle Harper Lee, supposedly Vic’s favourite author, is probably more aware of the Beckham’s now than she’s ever been, just as the whole celebrity worshipping world is more aware of her award winning novel.
Who said celebrity endorsement was dead?
It’s genius.
Posh and Becks portray themselves as avid, intellectual literature geeks, associating themselves with the ‘more meaningful’. They become more cultured and intelligent overnight.
Those who devote their lives to worshipping the Beckham Brand have gone out, purchased and read an important piece of literature in favour of yet another Hello magazine. The Beckhams help educate Britain.
Eighty five year old Lee sees her book reach number 38 in the bestseller chart, fifty years after it was originally published. A respected classic lives on.
If Posh and Becks ‘love’ a book enough to actually name their child after it, then that book has surely got to be worth a read. Endorsing something meaningful in a serious and emotive way is an effective formula. In fact it is 123% effective.
