David Beckham, David Beckham and David Beckham star in this new U.K. spot promoting BSkyB's Sky Sports, created out of Brothers and Sisters to promote the flexibitilty and ubiquity of the broadcaster's viewing experience. In the spot, directed by Rattling Stick's Ivan Bird, Beckham and his multiple selves simultaneously access Sky Sports programming across a range of devices, from the television to laptop to smartphone.Seems like information overload, but the extra helpings of the hunky celebrity don't hurt.

The idea is slightly reminiscent of this Nike basketball spot from back in the day starring LeBron James, hanging out with his selves at the pool, although here, Beckham is oblivious to doppelgangers, no matter how many flood the frame.