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."
Beckham responded to questions via email to The Associated Press:
AP: Working with Ritchie seems like a little bit of a leap into acting. Is that where you are heading?
Beckham: It's been great working with Guy. He's one of my favorite directors, and also a friend, so it was amazing to work with him on my new Bodywear commercial for H&M. It was good fun playing an action hero for the day, getting to do all the stunts and ending up in unexpected situations, but acting full-time is not something I see myself doing in the near future.
AP: Is there a movie you wish you could have starred in?
Beckham: I love Guy's film Lock, Stock ('Lock, Stock and Two Smoking Barrels'). It came out in 1998, which was such an exciting time to be British. I remember the attitude and energy of the film as if it were yesterday, and it went on to define so much about how British men saw themselves for years to come. But I wouldn't want to actually appear in the movie — I have too much fun watching it.