(Be sure to watch all the way to the ‘climax’.)
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.
Last year metrodaddy declared the LMFAO dance hit ‘Sexy and I Know It’ an anthem for the Jersey Shore/Geordie Shore/The Only Way is Essex/The Hunks/Men’s Health Magazine generation of metrosexy young men and the metaphorical (and not so metaphorical) spangly Speedos they’re flaunting themselves in.
But I have to say I was a tad ambivalent about the heavily ironic hipster promo video.
Fortunately, it’s been remade by non-hipsters. In shape non-hipsters. Cadets from the USAF Academy, no less. Now, in case anyone objects that this is conduct unbecoming future officers (and apparently some killjoys have) perhaps we should remember that one of the lesser known meanings of ‘cadet’ is ‘pimp’. Though here of course they’re pimping their own bodies. Like the rest of today’s young men.
Not to be outdone, US Navy cadets have also taken up the challenge (see below). Which do you think is sexier? And which one knows it most? Air Force or Navy? Or neither? So far I haven’t been able to locate an Army or USMC version — but something tells me it won’t be long.
Tip: Roger Clarke and Towelroad
UK Olympic diver Tom Daley and his chums have recorded their own Speedo-tastic version (I especially like Tom’s Carmen Miranda moment):