David Beckham's latest ad for H&M was unveiled at the Super Bowl on Sunday - only the biggest advertising spot going with around 100 million people watching.
The new ad for H&M's Body Wear, titled Uncovered, sees Becks at a photo shoot, where he goes up for a spot of fresh air on the roof, before getting locked out.
He promptly whips off his vest and uses it to zip wire back to the ground, floating past an enormous billboard of himself along the way while looking rather fetching in a pair of navy boxers.
When he arrives back at the studio, he realises he inadvertently lost his pants on the way back, and is standing before the photographer naked. Shame.
The 31-second ad was shot by Drive director Nicholas Winding Refn. Following its big airing, David took to Facebook and wrote: '#uncovered was the most voted #BeckhamforHM ad!', and urged anyone who missed it (not many, then) to give it a viewing.
Watch it again? Um, if we have to...
See more pics of the buff Brit below: