While millions of women have been swooning at the site of David Beckham in his latest underwear commercial, his sons have been left cringing at the sight of their dad in his pants.
The footballer has just released his own range of underwear for high street store H&M and a 30-second commercial showing Goldenballs wearing the pants has proved too much for his three sons.
He tells the Daily Mirror: "The boys are pretty embarrassed about it. They're kids, so they said 'Oh my God Daddy, not again. That's really good, but everyone's going to see you in your pants.'"
But while Brooklyn, Romeo and Cruz will be hiding their blushed faces, we're sure Victoria will be happy to ogle proudly at her man.
David also admits his wife loves seeing him parading around in his underwear, but she has a particular penchant for long johns.
He adds: "Victoria loves me in long johns. I like wearing the normal, short briefs but she reckons she likes me better wearing the long johns.
"She makes me wear them around the house... but that's OK 'cos they're comfortable and keep you warm." How very, erm, Posh!
Beckham is also adamant what we see on the adverts is the real deal: "I've never, ever done a James (Corden) and padded out my pants, or shoved socks down there though. I've never had to for any of the photoshoots I've done because, hopefully, I don't need to. Well, let's just say I've been told I don't need any help in that department... I think I'm pretty OK."
Stop, you're making us blush!
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