Evidently, this readership was not alone: following the launch of this campaign, the London store, Selfridges, reported a 30% rise in sales of Armani briefs - though whether purchasers achieved the same level of 'rise' as Mr Beckham is not reported!
Armani will doubtless be hoping for a new boost from the latest picture of Becks in his dacks...
And the football-model (who clearly knows which side his buns are buttered) is playing a particularly smart game by acknowledging that he has probably as many gay admirers as female ones, recently telling a BBC Radio 2 interviewer:
Oh, David, darling, pleeeeease!
I'm very honored to have the tag of gay icon. Maybe it's things like [the fact] I like to look after myself, I like to look smart and presentable most of the time.
I always liked to look good, even when I was a little kid. I was given the option when I was a page boy once of either wearing a suit or wearing knickerbockers and long socks and ballet shoes - and I chose the ballet shoes and knickerbockers. It was a little bit strange at the time and my dad gave me a bit of stick - but I was happy.
Meanwhile, here's an alternative approach to underwear advertising from McAlson, makers of 'The World's Most Comfortable Boxer Shorts'...