David Beckham has a knack for keeping his name in the news, and his face - and well-sculpted body - in front of the cameras. The newest ad campaign for his bodywear collection for global retailer H&M is being released on the heels of the announcement that he's joining the French Paris-Saint Germain soccer club.
The ad campaign, directed by Guy Ritchie, is more like a film short. Beckham stars as an action hero, saving the day in Los Angeles in his boxer briefs and bedroom slippers. (Beckham, who was born in London, left Europe to join the Los Angeles Galaxy in 2007.)
Beckham launched a line of undergarments and loungewear in partnership with H&M a year ago, debuting in a Super Bowl ad that featured Beckham in a tank top, boxers and his many tattoos. Over the summer came the next wave of ads, with Beckham in his boxers and a different view of the tattoos.
The 37-year-old Beckham said he's committed to this for the long haul, but is still a little startled looking up at a billboard and seeing a giant version of himself.
"No matter how many campaigns I do with H&M, I will never get used to seeing myself on billboards," he said. "It's always a surprise to me when I see them. I'm lucky to work with such great photographers and stylists, so the images are always the best they can be."