David Beckham Unveils Beefcake Underwear Billboard in London

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David Beckham was on hand at Selfridges department store today for the unveiling of a huge billboard for his Armani Underwear campaign, his first in London.

Said Becks: "I don't mind taking pictures in my underwear. It's when the pictures are unveiled, like today, that it's a bit embarrassing."

Three more shots, AFTER THE JUMP...

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(photos below: splash news)

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