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H&M unveils new Beckham ad

By FashionUnited

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Trends

Fashion giant H&M has unveiled its latest campaign for its David Beckham Bodywear for H&M collection, featuring the footballer running, jumping and swimming through the gardens of Beverly Hills dressed only in his underwear.

The short film, directed by Guy Ritchie is a tongue-in-cheek campaign that sees Beckham losing his bathrobe in the car door, being locked out of his house and trying to chase down the car in an action hero style.

There have been a number of comparisons made to some of the scenes in the campaign such as when Beckham gets out the swimming pool like he is mirroring Daniel Craig’s swimming trunk scene in James Bond’s Casino Royale, being locked out is reminiscent of Poppy Delevingne's Valentine's video for Agent Provocateur, and the wedgie has had people commenting that the football star was mimicking tennis player Rafael Nadal.

Commenting on the project, Ritchie said: "David makes the perfect leading man, and for me this felt more than a campaign - it was like directing a short film."

Beckham added: “Working with Guy has been a fantastic experience. I hope everyone has as much fun watching the film as I had making it.”

The football star launched his collaboration with the Swedish retailer a year ago, and his latest collection features briefs, boxers, t-shirts, vests and pyjama bottoms.

David Beckham
H&M