David Beckham, global poster-boy for metrosexuality, sporting an Edwardian beard, had a hot date with Obama at the White House today.
Though he had to bring his team-mates along as LA Galaxy were being honoured with a reception after winning the Major League Soccer Cup, America’s equivalent of the Premiership.
After listing the soccer star’s achievements, introducing him joshingly as a “young up-and-comer,” and adding that, “half your teammates could be your kids”, Obama quipped (almost fluffing the line): “It’s a rare man that can be that tough on the field and have his own line of underwear.”
Or as rare as a GQ Commander in Chief?
Contrary to recent reports, Obama is not the first gay President. He’s the first metrosexual President. Or as I wrote in Metrosexy:
“A well-dressed mixed-race, polyglot male who makes the Free World wait on his gym visit every morning. A man whose looks are regularly praised – particularly by male journalists. A man who won the Democratic nomination in part because he was much prettier than his more experienced female opponent. His wife Michelle is very attractive too, of course – but in some ways Obama is the first US President to be his own First Lady.”
Which makes the Beckham and Obama’s hot date quite a historic occasion.
I can’t quite decide though whether Obama’s own rampant metrosexuality makes his bitchy remark to Beckham about his underwear funny or a bit… pants.
Burger King have come a long way from their ‘manthem’anti-metro backlash days of the mid Noughties in which they literally sang the praises of fatty food.
Now their ads star the ultimate metrosexual smoothie, David Beckham, who is given the kind of soft-focus, mouth-watering treatment in this ad that used to be reserved for their ‘man-food’ Whoppers. Beckham is the ‘exciting thing’ happening at Burger King.
And he really does have a very appetising, seductive smile. Even his terrible acting is appealing. There is also something charmingly submissive about the way he pleads for his order. No wonder the female server is transfixed.
Like BK’s new menu, which includes freshly-made low-calorie fruit smoothies, chicken strips and ‘snack-wraps’ – or what might once have been called ‘girl-food’ – Beckham is part of a push to rebrand BK, whose sales have been plummeting. Even back in the Noughties, ‘manthem’ was an attempt to make a manly virtue out of BK’s accelerating obsolescence. Clearly even that approach isn’t working any more.
The ad rams home the rebranding of BK by playing up the omnisexual appeal of the metrosexual pin-up. The middle-aged male manager also finds himself captivated by Becks’ beauty midway through saying ‘I am sorry David we make them fresh every time with… fruit.’ It’s unclear whether the manager is actually a ‘fruit’ himself or just another straight man who finds himself strangely drawn by Beckham’s beguiling looks. Probably the latter as he seems genuinely surprised by his own response.
Beckham the equal opps narcissist isn’t phased of course and replies, with an indulgent smile: ‘No problem, John’.
The only part that mystifies me is why anyone, male or female, straight or gay, would fantasise that the be-jeaned and denim-shirted Becks before them was actually dressed as a 1960s undertaker.
On The Jonathan Ross Show last night David Beckham was the star guest. He looked great of course. But I kept finding myself staring at Mr Beckham’s foot.
Naturally, it was shod tastefully and expensively – in keeping with his John Hamm hairdo and 60s-style black whistle and flute. But that wasn’t what drew my eye. No, it was the way it was trembling.
The icon of the age had feet of jelly.
Or at least, a foot of jelly. David (I think we can use first names here; in fact, I’m sure he would insist on it) was sitting cross-legged on the sofa, facing Ross’ chins. His face was smiling radiantly, teeth and eyes flashing and laughing. His body language speaking of the casual grace and ease of beauty, celebrity, money. He was doing in other words all the things you’re supposed to do on a chat show sofa.
But his raised foot was shaking. Violently. And in doing so it succeeded in saying much more than the other end. It made me think of the proverbial serenity of swans underscored by that furious paddling you know is going on beneath the water-line.
There are plenty of good reasons to be terrified on a chat show, even one not presented by Jonathan Ross and his unaccountable vanity. But Becks has more reasons than most. He has a lot to lose. If by chance, and much against his better judgement, not to mention media training, he were to actually say something or have, god forbid, an opinion it would cost him millions in corporate fees.
At one point he was talking about, I think (but can’t be sure because even when you try to listen to David it’s very hard to focus), the benefits of his football academies for getting kids away from their Playstations and outdoors. But then caught himself: ‘Not that there’s anything wrong with Playstation, of course,’ he added very hastily. And not that there’s anything wrong with another Sony endorsement deal, either.
Or maybe his foot was trembling because he knew that later Jonathan Ross would pull his pants down and shove his own Aussiebum packaged groin into David’s famous face. (No, this actually happened and was even more disturbing than it sounds.)
In the ad break there was more David. David out of his expensive suit and in his pants, spinning around, selling David, and selling his H&M ‘bodywear’.
In keeping with the trademark passivity of metrosexuality in general and uber-metro Becks in particular, the ad features much batting of long eyelashes, and arms held defenceless above the head, as the camera licks its lens up and down and around his legs and torso. Teasingly never quite reaching the package we’ve already seen a zillion times on the side of buses and in shop windows – but instead delivering us his cotton-clad bum, his logo and his million dwollar smile.
I’m here for you. Want me. Take me. Wear me. Stretch me. Soil me. But above all: buy me.
All, curiously, to the strains of The Animals: ‘Don’t Let Me Be Misunderstood’. Is it meant to be ironic? What after all is to be misunderstood? Don’t the images tell us everything? Even what we don’t want to know. About the total commodification of masculinity.
Perhaps Beck’s foot could have told us, but alas it didn’t appear in the ad and was unavailable for comment.
Carelessly disposed shopping bags pose a real menace to defenceless celebrities.
Better order some industrial strength lip balm and practise suppressing the gag reflex.
Shameless sporno star and uber-metrosexual David Beckham is ramming his eye-popping lunchbox down our collective throats again. This time with a media ‘offensive’ for his own line of men’s undies – and strangely shapeless vests – from Swedish-owned high street fashion chain H&M.
“I always want to challenge myself and this was such a rewarding experience for me. I’m very happy with the end result and I hope H&M’s male customers will be as excited as I am.”.
It’s true, you do look very pleased to see us again, David dear. But I worry that my ‘end result’ might not look quite so excited/exciting in your pants.
But Beck’s own palpable, prominent excitement is entirely understandable. He saw the humongous wads of cash Mr Armani was covered in when he brazenly pimped Beck’s designer cotton-clad tackle to the world a few years back. Becks was paid very handsomely for his services himself of course, but seems to have decided he can make even more filthy lucre by designing his packet himself and flogging it to the global punter (H&M is the second largest retailer in the world).
Last year he explained:
“I have had the idea of doing a bodywear collection for some time now. The push to do something of my own really came as a result of my collaboration with Armani. They told me that their gross turnover in 2007 was around €16 million, and after the campaign in 2008 it went up to €31 million, in 2008. It proved to me that there is a real market for good-looking, well-made men’s bodywear.”
Whether or not his finished pants and vests are that kind of bodywear I’ll let you be the judge of. Bear in mind they are a lot more affordable than Mr Armani’s. I think proud-father-of-four Goldenballs is here going for ‘volume’. Metrosexy dadwear. Hence the emphasis he puts on comfort.
And as we’ve seen again and again in the last few years, there is definitely a real market for good-looking, well-made, famous, well-packaged men’s bodies. Advertisers, reality TV and Hollywood have practically had our eye out with them.