Three huge images of David Beckham in an underwear advertising campaign have been projected onto the White Cliffs of Dover, turning the iconic cliffs into an enormous projector screen.

The images of the famed footballer were part of the advertising campaign for H&M’s men’s underwear range, which is due to be launched later this year.

The transformation of the cliffs into one of the world’s most unique projector screens was just a one-off event that was staged this week, but it took place at a time when thousands of visitors from continental Europe are crossing the channel to attend the London 2012 Olympic Games.

Pictures of the giant projections were quickly being sent around social media sites, with a #beckhamsbriefsofdover hashtag quickly becoming a worldwide trend on Twitter, with many of the footballer’s female fans calling for a more permanent installation.

One Twitterer said, 'Does it get much better than David Beckham projected on the White Cliffs of Dover for H&M?!' while another quipped, 'Rock climbing anyone?'

The high-profile projections were displayed during a big week for Beckham, who last Friday played a pivotal role in transporting the Olympic flame to the opening ceremony of the games, driving it down the Thames in a speedboat.