Beckham ‘didn’t know where to look’

Oh, David. First you take off all your clothes for a Superbowl spot to advertise your H&M bodywear collection to about 111 million viewers. Then you come over all (faux?) bashful about the experience of seeing your own abs on the telly.

‘I'm very shy,’ he told a US radio station earlier this week. ‘When we were watching the Super Bowl yesterday in a room of about 20 people and it came on and I actually didn't know where to look. It was kind of embarrassing.’

Even worse, Beckham may be on the verge of becoming... an embarrassing dad.

‘The kids loved it but they were also embarrassed as well because there was like, other people in the room.’

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And the other people in the room? We’re sure they didn’t complain at all.

Watch Beckham greeted by hundreds of fans at the launch of his underwear collection for H&M

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