It may have been his chiselled physique that drew hundreds of screaming girls to the launch of his new advertising campaign for Emporio Armani underwear.
But once the images were unveiled, all eyes were on Beckham's legendary Goldenballs, which appeared to have been tampered with.
Pumped up: David Beckham reveals his new ad for Emporio Armani. And he appears to have had a little help from the airbrushers, compared to a picture of the star, right, taken in 2006
Goldenballs rides again: The unveiling of David Beckham's new Emporio ad revealed a grand package - but were Armani's airbrushers hard at work?
Overwhelmed: Excited fans scream as they get their first glimpse of the giant Armani advertising mural in San Francisco
The 33-year-old is pictured relaxing in his underpants against a backdrop of sand and surf on Malibu Beach in California, but on close inspection his package seems to have benefited from a little computer enhancement.In comparison, when he wore similar white trunks on holiday off Italy's Ligurian coast more than two years ago, he just did not seem to fill them as well.
The campaign is part of Beckham's three-year deal with Armani worth an estimated £10million.
The giant poster is only at a department store in San Francisco but UK fans will be able to see the advertisements on normal-sized billboards.
Beckham's mixed image of both family man and sex symbol has been a big draw for advertisers.
He is global ambassador for Armani and is the face and body of the designer's cotton-rich and Lurex-stitched underwear range.
The 73-year-old Italian designer has become friends with Beckham and his wife, Victoria, dining with them several times since their move to California.
The 2008 autumn/winter collection campaign is the second by the Los Angeles Galaxy footballer. The first one, in which he was pictured in an open shirt and briefs laid back on a white bed was hugely popular.
Eyebrows were also raised then over the size of his golden-bulge but the campaign was so successful it boosted sales of the underwear, which retails from £14.
Of the campaign, Armani said: 'David is truly a modern day icon in that his fame extends well beyond the realm of soccer.
Hot stuff: Beckham unveils his brief-clad body. The photographs for the autumn/winter collection were shot on Malibu beach
Meet the fans: Beckham greets fans at the frenzied Macy's launch of his new line of Emporio Armani underwear'He is considered as one of the world's most talented soccer players and a former captain of his national team, but his image has come to stand for more than this.'
Beckham said: 'I first met Mr Armani quite a few years ago while I was working with the England team when he designed our World Cup suit.
'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. For me, Giorgio Armani is a man who has been at the top of his game for more than 30 years.'
A spokesman for Beckham denied the pictures had been digitally altered or that the underwear was padded.
He said: 'There wasn't any enhancement to that said region.'
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