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Lock, Stock, Beckham Running in Underwear

To be clear, the latest H&M commercial may be directed by Guy Ritchie, but it is not a short film. There’s no Jason Statham, no double crosses, and no bare-knuckle boxing. There is, however, David Beckham running through Beverly Hills in his boxer briefs to promote his new line of underwear.

As one female friend told me, the ad “features Beckham just the way I like him: running, mostly naked, and silent.”

Marc Atlan Design, Inc. and H&M probably overpaid to team up Ritchie and Beckham, but the spot is slick enough to make ladies swoon, and in turn, smart enough to make guys want to buy $15 boxers so they can also make ladies swoon. They just won’t have millions of dollars, lots of tattoos, perfect hair, and fixated close-up butt shots. The over/under on a ridiculously large H&M Beckham billboard popping up near Penn Station is three weeks.

The Youtube version of the ad has already racked up 150,000 views in one day. One goof worth pointing out for the IMDB page of this short film: can a bulldog really lock the door to the Beckham mansion? Keep digging, Watson.

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