Celebrating the launch of the updated David Beckham Bodywear collection for H&M, Guy Ritchie has directed a great little short film with none other than Beckham himself front and centre.
And what better way to promote a bodywear collection with Beckham as the face of the line than to have him strip off layer-by-layer, showing off his athletic talents?
Pretty genius marketing.
And of course it’s worked, with the YouTube video having over a million views in the space of just a day.
And it doesn’t hurt that the short film is cut to the soundtrack of Foster the People’s (catchy-as-hell) song, Don’t Stop.
We’re all eagerly awaiting to find out what Ritchie lines up for his next film. He’s been attached to The Man from U.N.C.L.E. for just over a year now, coming on board to produce with an eye to direct. But we’ve not heard much from the project since then.
Naturally, there’s still plenty of anticipation surrounding a possible Sherlock Holmes 3, and I’d love to see Ritchie reunite with Robert Downey, Jr. and Jude Law to make their series a trilogy (or more). The project continues to be in development in the script stage, and hopefully it will take a step or two beyond that this year.
And perhaps most importantly, we can’t forget about the RocknRolla sequel, which remains one sequel I would love to see get made perhaps more than any other. Ritchie has said in the past that there’s a script ready and waiting for a green light, but that he’s also happy to continue doing the blockbusters like Sherlock Holmes whilst the studio keep wanting him back in the director’s chair.
In the meantime, we can enjoy his work with a short film like this. The new David Beckham Bodywear line is available online and in selected stores as of yesterday, and you can check out the full collection over at H&M. For now, here’s Beckham stripping down, still in ridiculously good shape.
[yframe url=’http://www.youtube.com/watch?v=il21FZu-IUY’]
