Beckham's latest in a series of underwear ads for Emporio Armani was released in London on Thursday, revealing—in pretty much every sense of the word—the soccer star with a manly scowl on his mug and a dramatic new hairdo sweeping across his forehead.

And he's wrapping a big, thick rope around him, for reasons that have yet to be explained. Must be symbolic or something.

"David has a great sense of style and is an inspiring role model—this is what makes him the perfect partner for Emporio Armani underwear," Giorgio Armani tells Us Magazine.

Have your say in the comments section: What do you think of David Beckham's new Armani underwear ad?