In case you were wondering about just how much of a stud David Beckham is, look no further. The man whom we've all affectionately known as "golden balls" is showing off his balls - literally - in this new add for Emporio Armani underwear. And let me tell you this - if people were giving Becks some serious grief until now (you know, for being more of a hunky show-off than a proper football player, for having a weird voice, for having Posh for a wife) imagine what he'll be getting from his male friends now that he's quite literally showing off his (rather protruding) crotch to the world. It's not that I dislike this shot - on the contrary, I'm rather swooning over it - but I'm a girl and some of the finer subtleties of the male world still escape me. Let's just say I have a hunch Becks will not be having an easy time with the lads over this.

The ladies, on the other hand, sure love Mr. Beckham. Most of them, anyway. While I was looking at the photo, I suddenly had a flashback to around a month ago when this piece of news came in about an old lady who campaigned to have a billboard taken down just because it pictured Beyonce in a skimpy outfit, flashing her trademark armpit pose - because she thought it was indecent. And I couldn't help myself wondering what she would have made of this shot of David's most prized possessions, which will be put on display in such places as London, New York, LA, Milan, Rome, Paris or Tokyo.

Apparently, Becks wants us all to know that he's more than just an upscale coat-hanger - well, as much as that can be possible under the circumstances - and decided to give us all a piece of his mind. No, I'm kidding. He just sort of praised Giorgio Armani for a bit, mentioned his wife and bragged about being friends with the rich and famous. Nothing special, really. "I first met Mr Armani quite a few years ago while I was working with the England team and he designed our World Cup suit", he says. "I've been a big fan of his style for a long time and, through the years, my wife and I have become friends with him, so I'm happy to be working with him now" David said. "For me, Giorgio Armani is a man who has been at the top of his game for more than thirty years".

Well, of course, you can't bite the hand that feeds you, right? Or in this case, the hand that displays your (golden?) balls to the world. Though Becks mentions nothing of his paycheck for this daring display of... well, private things, I'm sure it must compensate for at least some of the grief he'll be given by his male friends. Well, maybe not Tom Cruise as much. But in the end, who knows?