It's the underwear campaign that will not end. Not that we're complaining.

To mark the release of the newest, hottest underwear ads to feature David Beckham shirtless, the soccer star turned up at Selfridge’s in London to unveil the fall / winter Emporio Armani underwear campaign to a screaming crowd.

Not surprising that this would leave the masses screaming ...

Armani says of David Beckham, “David has a great sense of style and is an inspiring role model – this makes him the perfect partner for Emporio Armani underwear."

"I am very excited that David Beckham’s new campaign image was unveiled in his home country and where better than an iconic retail destination such as Selfridges.”

Do these ads keep getting hotter and hotter or what? Click to enlarge some previous David Beckham pictures and see how you think the new one stacks up: