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David Beckham's Super Bowl H&M underwear ad and America's Fear of the bulge

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You don't have to wait for the Super Bowl to see soccer hottie David Beckham's underwear commercial for H&M. Whether you see it on TV or YouTube (after the jump), one thing you won't see is Beckham's famous bulge.

There's been a long-standing fear of the bulge in American culture. Why do so many American men feel the need to denegrate Speedos? Because our culture says men should not publicly wear anything in which you can see the size or shape of the package. Beckham's H&M underwear ad sadly complies with that bullshit.

In this commercial's case, they're trying to sell underwear without showing the "money shot." They show the waistband, they pan across Beckham's tattoos, there's a shot of his butt. But when they pan around to his front side there's a well-placed hand; when the camera scrolls down his body, it fades to white just before showing his bulge. God forbid they acknowledge that Beckham has something on the front of his body between his thighs! It would make the average American male run from his TV screaming!

Instead, H&M will spend millions of dollars to sell their underwear...without showing the most revealing part of their product. Good luck with that.

Hat tip to Towleroad.