Victoria's Secret... well not anymore. Thanks to Emporio Armani, fans of David Beckham will be able to see the football ace in his briefs - a sight normally reserved for Posh Spice's eyes only.
The LA Galaxy player has become Armani's secret weapon in their attempt to beat Calvin Klein in the U.S. underwear wars.
And who better to gain publicity for Armani than Los Angeles' newest resident David, who shows off his Goldenballs in the tight-fitting pants.
On closer inspection, die-hard fans are wondering whether David's lunchbox has been digitally-enhanced for the saucy ads.
Are they all your own Goldenballs Becks? David shows off his lunchbox in lingerie ads
The 32-year-old signed a reported £20million deal to star in the three-year campaign last month and shot the first ads with acclaimed photography duo Mert Alas and Marcus Piggott, who are well-known in the industry for their glossy, air-brushed images.
Beckham's friendship with Giorgio Armani goes back years - in 2002 the Italian designer designed the suits for the England football team for the World Cup in 2002.
Beckham said: "I've been a big fan of his style for a long time and, through the years, my wife and I have become friends with him, so I'm happy to be working with him now."
Armani enthused: "He represents a notion of modern masculinity: as a sports hero, husband and father."
Natural look: David Beckham caught unaware while on a yacht in Italy in summer 2006
Unlike Europe, Armani has a relatively low-key presence in the U.S. - until now.
Emporio Armani's new underwear range is set for launch in America in the New Year and they are hoping to trounce, if not match, the sales of Calvin Klein.
Beckham's ads will go up against Calvin Klein's newest underwear model, Blood Diamond actor Djimon Hounsou, who replaced Sweden and West Ham football player Freddie Ljungberg earlier this year.
The new range will go on sale in department stores across America from February 2008