Not content with squeaking into the world's ears with his anodyne thoughts on fatherhood, fashion, whisky and the Olympic ideal, David Beckham has now appeared in a new "advert-film", Outlaws. Becks plays The Stranger, a mysterious drifter who looks moody and mean as he rides his dust-covered motorbike around the Mexican desert. His main function in the ad is to stand, or sit, and look extremely handsome.It's a rather expensive way to persuade people to part with up to R18,000 for a black jacket.According to Robert Heath, associate professor of advertising theory at the University of Bath, in the UK, "David Beckham has been chosen as a very rich, not stupid - although perhaps not very sophisticated - and clean personality."Although many fans have memories of his contributions to football, and admire his talent for sweeping crosses and blinding free kicks, it's unlikely that any of them actually buy drinks, undies or smartphones because of their association with the retired footballer. The Beckham of the pitch has almost no connection to the Beckham brand.Vis-à-vis the Belstaff film, it could be claimed that Becks is a keen motorcyclist, suited to the job. But the reality is that Beckham has more money than Einstein had sense and bikes are just one of his many manly hobbies. He also likes shopping, cars, wine-tasting, fencing, and Lego. He's an anything-ist and would ride a horse or a hula-hoop if there were a fee involved.What Beckham represents is the ultimate empty space. After all, what advertisers look for is a globally recognised identity that completely lacks character. In this sense, he's an existential coat hanger, a blank canvas, a tabula rasa.He's pure brand: a living advert. His body - his face, skin, muscles, crotch can be used to sell or promote anything on earth.As his genuine achievements fade slowly into history, he might actually become even more valuable - one day, no one will even remember that he scored some of the best goals in modern footballing history. - ©The Daily Telegraph..