Jon Chambers

RAZR Red Campaign: Desire Meets Virtue (David Beckham Eyes)

Acrylic banners


Each banner 4" x 2"

While researching the history of the Motorola RAZR, I came across a magazine ad on Ebay that features David Beckham promoting Motorola's involvement in the contentious Red Campaign. The tagline was "Desire Meets Virtue", with the gaze of Beckham activating this desire while also stating "The red MOTORAZR is designed to help eliminate AIDS in Africa". Focusing on this gaze the image is separated out into its CMYK components, exposing the underlying production process, the emotional psychological attachment that advertising exploits and the prestige that technological objects offer.