A giant poster of David Beckham in his underwear brought shoppers in central London to a standstill when it was unveiled today.

The Armani advert, which shows the bare-chested footballer clutching a rope, was unveiled outside Selfridges.


David Beckham's new Armani advert is unveiled in London.

Speaking at the launch, Beckham said he admired the pictures, but admitted he found the unveiling “a little embarrassing”.

Both Beckham and his wife, Victoria, have a long-running endorsement deal with the fashion house.


David Beckam launches his new Armani campaign.

The couple have posed together and separately for different campaigns.

Victoria jetted into London earlier this week to watch her husband play for England in last night's World Cup qualifier against Andorra.

England stormed to a 6-0 victory in the came to take a comprehensive lead in their qualifying group.

The Beckhams team up with Armani