David Beckham "didn't know where to look" when his H&M ad aired during the Super Bowl David Beckham on his bashful side and the Twitter row with Queens Park Rangers footballer Joey Barton over his £9.99 H&M pants. Poor old Becks. Life as a top hunk (in trunks) has its drawbacks. Talking to American cheeseball Ryan Seacrest on his radio show, David Beckham revealed that despite his apparent penchant for posing in nothing but a pair of crisp white pants and a smile, he is in fact a bashful boy at heart. I'm very shy. When we were watching the Super Bowl yesterday in a room of about 20 people and it came on and I actually didn't know where to look. It was kind of embarrassing. Bless his cotton, er, pants. However, after telling The Telegraph last week how his children has cried "Oh no dad, not again!" when they saw the billboard posters for his H&M underwear range for the first time, it seems they have had a mild change of heart. The kids loved it but they were also embarrassed as well because there was like, other people in the room. Meanwhile it's been kit bags at dawn after Queens Park Rangers footballer Joey Barton launched a scathing attack on David's smalls on Twitter. The outspoken midfielder - who is clearly sour that he's not being asked to strip off and sell pants - has rather riskily accused H&M of making the range in sweat shops. Cost about 1p to make in a sweat shop in the 3rd world....Is there no limit to what 'Brand Beckham' will endorse for a pound note? Surely they both have enough cash now. A spokesman for UNICEF ambassador Beckham told the Daily Star that the range was being made "under the strictest ethical guidelines and added that anyone who accused Beckham of using child labour was a 'madman'." Although Swedish high street retailer H&M has refused to say which factory in China was producing Beckham's range but, they have stated that workers were given "at least the statutory minimum wage." Barton went on: "Not arsed if they're Beckham's or not. £9.99 pounds for a pair of gruds for H+M (sic) is an outrage, do one Becks....." Don't worry Joey your time will come. All you need is first rate football skills, an England captaincy, a celebrity wife, an adorable personality, the world's cutest children, an OBE, matinee idol looks and a body to die for and the jobs a good'un.