Most people would be ecstatic to look half as good as David Beckham does on those enormous, half-naked billboards. But for the soccer star, it just makes him uncomfortable.
"I still feel quite shy when I see a poster or campaign like that," he tells 10 magazine of his steamy ads, most notably his Emporio Armani underwear campaign.
He adds, "It was a daunting experience stripping off in front of a room of people but after a while you get used to it -- although my mum still hasn't."
Although the 34-year-old athlete maintains that his "priority has always been my football career over anything else," he does admit to having fun getting photographed.
"I've done quite a few shoots and you can have fun doing them," he says. "I'm a footballer and that's where I'm most comfortable, but I've enjoyed working with some great photographers over the years."