David Beckham can make a wedgie look sexy. And so he does in the new commercial, shot by English director Guy Ritchie, to promote Beckham’s SS 2013 bodywear line for Swedish fashion chain H&M.
The director, known for action films such as Snatch and the Sherlock Holmes series, put Beckham’s famous body to work, chasing his clothing through the hills of L.A. Of the process, Beckham said:
I loved doing it and people will get to see me play a role I’ve never done before. I hope everyone has as much fun watching the film as I had making it.
The premise has the footballer seeing his children off to school when his robe gets caught and torn off in their departing car door. Locked out of the house, Beckham has no choice but to chase after the car, running through hedges, jumping over walls, and somehow losing his shirt on the way. He slides over paparazzi stakeout cars and dives into a stranger’s pool (hello wet underwear) all the while remaining impeccably coiffed. He pauses only to pick a wedgie, as you do, before dashing off again.
‘He makes the perfect leading man,’ said Ritchie, who chooses to direct only one ad a year. He felt the process was ‘like directing a short film’ rather than a commercial.
With a length of 1:30, the ad is certainly longer than most, but with a buff Beckham running about, who’s going to complain?
Take a peek:
Photos by Nick Hudson