I don’t have much to say about the much-discussed latest Beckham ad for his H&M pants, directed by fellow LA-loving Brit Guy Ritchie, in which he runs through Beverly Hills in his white slippers as the props and scenery conspire to remove his clothes, Cupid Stunt–like.
Except: Those slippers must be really, really snug to stay on.
OK, while I found the rest of it, like the underwear itself, fairly forgettable (especially the Cheever cliché) - and even when he has no lines Becks evidently still can’t act to save his dressing gown — the final shot is more interesting.
Unlike those eye-poppingly Photoshopped Armani ads the emphasis in this ad commodifying the world’s most famous man’s body seems to be not on his basket but his on his bum.
And what a hungry bum it appears to be.
This shot (reprised twice in the ad) is probably intended to demonstrate the lovely stretchiness of the lycra-cotton mix and rub up against our commodity fetishism. But it looks like something else is quite stretchy too.
Perhaps the real reason I don’t have much more to say about Beck’s latest is because I’m very distracted. By the hilarious parody clip below made by some ‘cheeky’ British Army lads for nowt which has recently been brought to my attention.
Not only does it represent the ultimate in all those ‘soldiers acting gay’ vids (ending up as a semi-simulated gay orgy), it also represents a much funnier, much metrosexier example of ‘self-objectification’ and male exhibitionism and ‘passivity’ than Becks and Ritchie’s big budget bore. (
Plus they seem to have got around the packet problem by shamelessly stuffing their crotches.
Basically, it’s just so much more satisfying.
Besides, the squaddie who opens the video — and whose idea the whole thing probably was - has got a better arse than Becks. He doesn’t need a booty double.
Oh, and his underwear is much nicer too.