The execution shows Beckham using a Sharpie pen to autograph unusual items for fans. When the time comes to return the Sharpie to its owner, Beckham resists, finally swapping it for his signed shirt.

The ad launches in the UK on July 1 across ITV, Channel 4 and Five, as well as digital channels including MTV, Sky One, Living and Trouble.

Sharpie announced a two-year global partnership with Beckham in March (MW.co.uk March 10). He will star in marketing communications in key regions across the world including North America, Latin America, Europe and Asia Pacific. He will also appear in in-store displays and packaging, and a revamped global web site.

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Beckham admits he is often inundated with autograph requests and would never turn a fan away because of his own hobby of collecting signed items.

“The whole experience of wanting someone’s autograph is something special, especially when you’re a little kid and you have heroes whom you look up to. I’ve been incredibly lucky - I’ve met so many great people like (Muhammad) Ali and (Michael) Jordan so that’s quite a few autographs,” said the star.

“I’ve got all that I’m proud of. Also, when I was young I got one of my heroes’ autographs, (British soccer star) Bryan Robson. So I was very lucky,” added Beckham.

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Pepsi is still very much willing to extend the former England Captains contract, expiring this year, and is leaving no stone unturned to persuade him to stay.

“David Beckham has had a fantastic relationship with Pepsi - it’s one of the longest running contracts in its history, The Daily Express quoted a source, as saying.

“But after 10 years he feels there are other things he could do. He is a global brand in himself and there is more scope for him to promote his own products. He has an idea for creating a range of healthy products, including water. That’s something PepsiCo might develop with him.

“David is keen to go down the healthy route to keep in with his sporty image. And Pepsi is desperate to keep him. So who knows…” the source added.

Becks dip in water might please the Consumer Association’s Which? Magazine, that condemned his promoting fizzy drinks after he starred in an advert for Pepsi’s social net-working site, pepsiyouniverse.com.

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The superstars treated their three boys to a tour of the notorious US prison that once housed ruthless Chicago crime boss Al Capone and gangster George ‘Machine Gun’ Kelly. The Beckhams were pictured getting the boat over to the tough jail - known as the ‘The Rock’ - before going inside and getting a full tour of the prison, which shut down in March 1963. Despite the tough surroundings, Victoria looked dressed up the nines in high heels and a blue dress whilst David wore a brown ‘man bag’ over his shoulder. The family were staying in San Francisco while David launched his new Armani underwear campaign.

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Emporio Armani has released more sexy shots of its underwear model David Beckham.

The new ads — for the autumn/winter 2009 collection — debuted on a giant mural facing Macy’s in San Francisco on Wednesday.

Shot by famed fashion photographers Mert Alas and Marcus Piggott in Malibu, the ads will also appear in New York, Los Angeles, London, Milan, Rome, Paris and Tokyo.

Though fans can’t get enough of the pics, Beckham’s mother wasn’t such a fan.

Beckham told Jay Leno in April that he was “quite nervous” stripping down because “my mom was going to see it.”

When the ads came out, he said, “she was the first one to call me and say, ‘What are you doing?’ I tried explaining it to her, but she didn’t really get it.”

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David Beckham signs autographs at the Unveiling of Macy’s New Emporio Armani Underwear Advertising Campaign on June 18 2008 in San Francisco California.

Smith, who is in London to promote his new film Hancock, said he had begged the England football star to coach him.

“David Beckham is one of the best ’soccer’ players in the world,” Smith said.

“I begged him to teach me how to play and he promises he will. We can’t wait!”

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The 33-year-old is expected to add to his 102 caps for England as they embark on their 2010 World Cup campaign but after playing under Fabio Capello at Real Madrid, he knows what to expect from the national team boss.

Beckham told The Times: “I won’t get a phone call when I’m left out and I won’t expect one.

“There are managers who do that. Sir Alex Ferguson would pull you in on a Saturday morning and give you a reason for dropping you, even if you’d be telling him that you wanted to play, that you weren’t tired.

“But with the manager, I could be sitting at home one day and not be in the squad and it is all over, and I won’t complain.

“I just need to know that I have done as much as I can.”

It is in contrast to the shock when Steve McClaren axed him in August 2006 although the former England boss recalled the Los Angeles Galaxy midfielder 10 months later during the failed bid to qualify for Euro 2008.

Now Beckham appreciates each game as it would be his last.

“I didn’t think I would be here,” added Beckham.

“When I was left out at the start of the Euro qualifiers, I just thought ‘that’s it, that’s my England career done’.

“So it is not a question of taking it or leaving it now. It is just that I have seen before how quickly it can all get taken away from you.”

The former Manchester United midfielder also revealed he would still love to be captain but believes a number of players are qualified for the role.

He told Sky Sports News: “I’d never turn it down.

I was lucky enough to lead my country 59 times. It is the biggest honour to lead your country out but I’m older, one of the more experienced and if it was handed to me at any point I would never turn it down but there are lots of candidates who are ready for it now.

“We are very lucky because we’ve got players in our team who are leaders, captains - Steven Gerrard, Rio (Ferdinand), JT (John Terry) we are very lucky to have a lot of leaders.

“He (Capello) knows how much the captain’s armband means to a player whether you are from Italy, Spain or England - it doesn’t matter where you play or where you manage.

“He’s got enough experience to know how much a captain’s armband means to our country so he’ll make that choice and it’s his choice to do it the way he has.”

Last year, Becks starred in a series of moody black and white shots in nothing but his Armani pants. This year, he has been shot on a Malibu beach by esteemed fashion photographers Mert Alas and Marcus Piggott.

The latest images will be unveiled this Wednesday, in the form of a giant mural at San Francisco’s Macy’s, WWD today reports.

For all of you Becks fans outside of the US, never fear; the pics will be online at emporioarmani.com from 23 June.

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Since making his landmark leap across the Atlantic to Major League Soccer last year, David Beckham has sold an eye-popping 300,000 Galaxy jerseys. And a huge number of those were in the stands at McAfee Coliseum on Saturday night.

Along with a huge number of something else that isn’t usually in the Oakland stands: warm bodies.

A crowd of 39,872 - the largest home crowd in Earthquakes history - turned out to see the world’s most famous athlete. Beckham drew more fans to Oakland than Derek Jeter. More than Big Papi and the Boston Red Sox. More than the A’s drew during the 2006 American League championship series. Because while that event wasn’t deemed important enough for Lew Wolff’s organization to remove the tarps from the Coliseum’s third deck, Beckham’s arrival was worth it.

That’s how big Beckham is. He can make the tarps come down in Oakland.

The soccer game against the struggling Earthquakes - a 3-0 Galaxy rout that marked the sixth time the Earthquakes have been shut out this season - was a break in Beckham’s busy schedule. In the past week, he has been courtside at Lakers games with Justin Timberlake; at Disneyland with the family in tow; and on the Jimmy Kimmel show.

He has embraced the California lifestyle, from Mickey Mouse to Kobe Bryant. And he isn’t just limiting himself to the Southland. Next week, he’ll be in San Francisco’s Union Square selling skimpy underwear.

He recently bought a Napa vineyard as a gift to his wife Victoria.

“We’re big red wine fans,” Beckham said. “It’s nice to take the kids down there in the harvest. Napa’s beautiful so we’ll be there more - I’m just not going to say when.”

He’s Mr. California. All that’s missing is surfing - something he did on a Pepsi commercial a few years back. It’s exhausting being David Beckham.

But not so much on the soccer field. He spent a lot of Saturday trotting along on the wing, observing the action. But when he is involved, his play appears effortless compared with the choppy work of his teammates and opponents.

Beckham, even at 33, is operating on a higher plane than the rest of the MLS - an unflattering contrast that is the flip side of selling all those jerseys.

“I think the standard is higher than a lot of people talk about,” Beckham said, generously, of MLS play.

Last year, Beckham showed up, turned the Galaxy into a circus and immediately got hurt. His impact on the field was a question mark.

This year, his impact is obvious. His presence has put the Galaxy in first place. When he was away playing for England, the Galaxy was shut out in Toronto. But when No. 23 is on the field, the team has a swagger and the goals come easily.

In the sixth minute Saturday night, Beckham chipped a pass to teammate Josh Tudela, who nicely headed it back to forward Edson Buddle, who shot past Earthquakes keeper Joe Cannon. Good work by his teammates but it doesn’t happen without Beckham’s touch and delivery.

It might have been the most hodge-podge roster Beckham has been on since he was in short pants. Among the missing were Landon Donovan, absent because he will start tomorrow in the United States’ first World Cup qualifier, against Barbados in Carson. Carlos Ruiz is with the Guatemalan national team for World Cup qualifying. So Beckham was playing with “the others” - the Galaxy players who fill out the roster with what little is left under the Galaxy’s strained salary cap.

You would never mistake either team in Saturday’s match for Netherlands in Euro 2008 (Beckham expressed physical illness over the fact that England didn’t qualify for the European Championships, calling it “a disaster”).

But Buddle - in his eighth year in the league - stole Beckham’s spotlight. Given a start, he ended up with a hat trick, his second of the season.

“Edson’s finishing tonight showed what a quality player he is,” Beckham said, adding that he tries to be a teacher as well as a teammate. Clearly, some of his young teammates are listening.

The Earthquakes had a few scoring chances but never really found an offensive rhythm. They have been out of sorts in both games in Oakland. That didn’t deter the crowd though.

While many showed up to see The Famous One, they also took the chance to boo Beckham on every set piece. The fans were mostly loyal to the Earthquakes.

When Beckham left the field he waved to the fans. He stripped off his jersey and handed it to a small girl. He posed for pictures. No one left until he exited.

“Our goal is to take advantage of this,” said Earthquakes executive vice president David Alioto. “If we can convert some people, one Beckham game at a time, that’s what we’re looking for.”

Of course, it would help if the Earthquakes did their part to help convert fans. But at least they can say they played in Oakland with the tarps off.

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Check out the gallery for MQ pics of the match. HQ pics coming!

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