H&M has released an ad starring David Beckham, which was announced earlier this year. The soccer celebrity, who has been collaborating with the retailer on the underwear collections, got featured in a spot running down the streets of Beverly Hills just in his latest line of Bodywear (a pair of Navy Green, Boxer Briefs).

The 1:40 commercial was conceptualized by the U.S. designer Marc Atlan and directed by Guy Ritchie, known for putting much action into his movies.

Atlan and his team has played an integral design role in the creation of the entire Beckham for H&M worldwide campaign including not only the video commercials, but also the billboards, packaging, shopping bags, branded tags as well as the collection catalogue

“David makes the perfect leading man. For me this felt more than a campaign—it was like directing a short film,” commented Guy Ritchie on the new ad piece.

“I’m so grateful to H&M, David Beckham, his team & Guy Ritchie for granting me the creative freedom to conceptualize a sexy yet sophisticated international ad campaign,” said Atlan. “I can’t think of a better way to celebrate 25 successful years in the creative industry than with the worldwide launch of this short movie directed by Guy Ritchie”.

The new ad launches in support of the latest David Beckham Bodywear collection, which debuted yesterday, February 6, in select stores and online.