Beckham, garbed only in the briefs and boxers he designed for the Swedish high-street chain, made an eye-catching welcome for Olympic visitors.
We are always looking for new ways to surprise our customers and saw this as a unique and fun opportunity, an H&M representative told us. The White Cliffs of Dover are one of the UKs spectacular natural featuresjust like Beckham, right?
The stunt was the latest installation in a closely watched campaign. After billboards showcasing Beckhams... designs... went up in February, three spoilsports complained to the Advertising Standards Agency that the campaign was offensive.
Thankfully, those complaints were dismissed, and nobody took offence to Beckhams appearance on our July 2012 cover. Were sure that if they could talk, the Dover cliffs wouldnt have anything negative to say about their close Beckham encounter either.