This is the new commercial from Wieden + Kennedy New York for ESPN, announcing David Beckham’s first match for L.A. Galaxy, the U.S. team he has left Real Madrid to join. The ad is set to The Beatles’ Hello, Goodbye, as performed by Son Volt. (Who played live in the Portland office recently as part of the Lunchbox concert series.)

This is just part of the Beckham publicity campaign that surrounds Posh and Becks’ move to the entertainment capital of the world. There will also be a digital takeover of ESPN.com the day before the game, print ads , radio ads, full coverage of David Beckham’s debut game with expanded pre and post show reports and interviews, an ESPN special one-hour documentary, David Beckham: New Beginnings and a "Beckham camera" which will follow only Beckham throughout the whole of his debut match at espn360.com

Plus no doubt lots of fashion shoots, chat show appearances and magazine covers. It’ll be interesting to see whether the soccer-sceptic USA takes the Beckhams to its heart in anything like the same way we have done in Europe.