Last night, the ladies and gents of San Francisco got front row seats to the most appealing thing ever seen at Macy’s.

The Emporio Armani banner - featuring David Beckham in the brand’s underwear - unfurled in front of a large group of gawkers who had no immediate plans to purchase the product…and probably never will. But that’s so nice of Armani to try anyway.

You can more find gratuitous shots of Beckham in his briefs after the jump.