Sporting icon David Beckham is the star of a major new Sky Sports advertising campaign, which launches this week.
The TV campaign uses special effects to show several different versions of the former England footballer overlapping on-screen, as he watches Sky Sports in a range of locations.
During the 60-second ad, Beckham is seen enjoying the coverage on a TV, laptop, smartphone and mobile tablet.
The multi-million pound campaign will also run across print, outdoor, digital and through social media channels, as Sky counts down to the start of the 2013-14 football season.
With BT Sport also showing live Premier League football from this season, Sky Sports is understandably eager to promote its own brand.
And as such, the acquisition of David Beckham - one of the best-known sportsmen on the planet - as a Sky ambassador represents a genuine coup.
Stephen van Rooyen, Sky's Managing Director for Sales and Marketing, said there was "simply no one better" than the ex-Manchester United and Real Madrid star to launch the broadcaster's football coverage for 2013-14.
He claimed that the upcoming season will be "the biggest ever" for Sky Sports, which will show 116 Premier League games as well as action from the UEFA Champions League, Football League, La Liga and the SPFL.
"With Sky Sports customers able to enjoy an unrivalled range of sport on their own terms - whether at home in stunning high-definition or on the move through Sky Go - as well as more live Premier League matches than ever before, there’s never been a better time to join Sky," Mr Van Rooyen added.