The ad features the hunky David Beckham with a thick rope a la Tarzan and ripped abs. It was shot by Mert Alas & Marcus Piggott and is part of the Fall 2009-Winter 2010 ad campaign.
Implications - Sexual appeal tends to have a fairly good success rate in drawing attention from consumers. With celebrities thrown into that mix, brands have a winning strategy in gaining the exposure that many businesses crave when a new product is being released. As controversial as sex is, it sells and it's often an effective angle to create eye candy and therefore accentuate the product itself.