Greetings from Goldenballs! H&M Projects David Beckham’s Underwear Ads on White Cliffs of Dover

David Beckham’s H&M underwear ads on White Cliffs of Dover.

White Cliffs of Dover, meet David Beckham's tightie whities.

Travelers making the trek across the English Channel last night were treated to quite the warm welcome: projected images from the soccer stud's sexy bodywear campaign for H&M displayed along England's famous White Cliffs of Dover. (No wonder he looked so smug during the Opening Ceremony!)

Dubbed "The White Briefs of Dover," the promotion was designed to celebrate the Swedish retailer's collaboration with Beckham, who wears briefs, boxers, and boxer-briefs in the revealing ad.

No doubt more than a few Frenchies were inspired to pay the U.K. a visit. We Yanks, meanwhile, will just have to settle for the footballer's Super Bowl commercial. Sigh ...