H&M is going all out to promote its new underwear range with David Beckham, from billboards to the holy grail of advertisements -- a Super Bowl commercial.
The ad features a full 30 seconds of Beckham in his skivvies, shot in black and white and set to the Animals' "Don't Let Me Be Misunderstood," making it a lady-friendly counterpoint to, say, a Victoria's Secret ad.
In a release, Beckham says: "My design team and I spent 18 months developing the collection, it's been a fantastic collaborative experience, and I'm very happy with the end result. Like every fan, I'm looking forward to Super Bowl Sunday."
We'd wager, however, that he still calls the sport "American football."