Apparently, the soccer star’s face is just a little bit too distracting.

David Beckham has a knack for embracing self-deprecation, not least when seizing the moment of his meme fame in Uber Eats’ Super Bowl ad. The Manchester United legend is now continuing to showcase that self-aware side with Stella Artois.

The Belgian beer brand ’s ‘Worth More’ is a striking outdoor campaign featuring none other than Beckham... well, kind of.

With each image, viewers are met only with the athlete’s recognizable tattooed hands, a deliberate choice that prevents his renowned Face from stealing the spotlight.

Created by ad agency Gut, the ad puts the AB InBev-owned product front and center in a big, bold way.

The campaign is part of a new year-long strategy that will run in the US, Canada, Argentina, Brazil, Chile, South Korea and South Africa.