David Beckham "didn't know where to look" when his underwear commercial was aired during the Super Bowl on Sunday night (05.02.12).
The soccer star appears in just his underpants in the advert for his underwear collection for H&M and he admits he got embarrassed when it came on the TV during the NFL showpiece game.
David - who has four children, Brooklyn, 12, Romeo, nine, Cruz, six, and seven-month-old Harper, with fashion designer wife Victoria - said: "I'm very shy. 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.
"The kids loved it but they were also embarrassed as well because there was other people in the room."
While he was embarrassed about seeing his almost-naked body on the screen, David admits he felt more confident shooting the commercial.
He told Ryan Seacrest on his KIIS FM radio show: "Shooting it, there wasn't too many people in the room so it was pretty easy."
The handsome athlete - who has previously appeared in underwear commercials for Armani - is very proud of the collection and loved working with the Swedish high street store.
He said: "It was something I created before H&M came in, something I wanted to do after the success of Armani.
"I love underwear, I love wearing it so it was something I just wanted to kind of create myself."