David Beckham, who we're used to seeing nearly naked in ads for H&M, is fully dressed in this new U.K. ad for the retailer, set in a gloomy pool hall.

Directed by Tool's Marc Forster (whose feature film work includes Bond movie "Quantum of Solace") and created by fashion collective Strange Cargo, it stars the former soccer player as a super-suave pool hustler, who takes on some tough-looking guys at their own game and defeats them with a trick that appears to defy the laws of physics. Here, he's the epitome of cool -- much more so than in the ad for his own whisky brand Haig Club.

Set to the soundtrack of "What Makes a Good Man?" by The Heavy, the ad promotes Beckham's "Modern Essentials Selected by David Beckham" collection for H&M.