Beckham Strips Down for H&M

H&M spent Fall and Winter with Lana Del Rey, crafting a rather Lynchian campaign around the sultry singer. The brand has taken a different path with its Spring 2013 ad, though: it’s directed by action director Guy Ritchie, and it stars David Beckham. Something of an odd choice for a fashion brand that focuses most of its marketing efforts on its ladies lines.

Or maybe not. For one thing, the ad is pitching the new David Beckham Bodywear line. More importantly, while it is an action chase scene, it’s an action chase scene of Becks running across town in his underwear.

Unsurprisingly, this has drawn some attention. 7 million views-worth and counting. I can’t imagine why—perhaps you should look for yourself?

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