David Beckham brought central London to a standstill on Thursday (11Jun09) - after a gigantic poster of the soccer superstar in his pants was unveiled.
Hundreds of fans flocked to Selfridges department store in the British capital to get a glimpse of the sports hero half-naked - as he revealed his latest advert for Italian fashion house Emporio Armani's underwear campaign.
And the star's former Spice Girl wife Victoria, who promotes Armani lingerie, looked on in pride as Beckham greeted the legion of female fans who were keen to get a snap with him.
But Beckham, who sports a side-parting and swings from a rope in the ad, admits he was red-faced about the risque poses - especially as his mum and mother-in-law were present at the event.
He says, "It's a bit embarrassing when the pictures are unveiled."