David Beckham's doppelganger is starring in Asda's new clothing range.
The 38-year old former footballer is the ambassador for rival Sainsbury's and regularly features in their advertising campaigns, but the supermarket giant insisted that its "just a coincidence" that their model is Beckham's look-alike, the Daily Star reported.
Several shoppers thought that the husband of former 'Spice Girl' Victoria Beckham had switched sides when they saw the autumn-winter catalogue for the George range.
However, Asda spokesman Leah Spears said that it was "pure coincidence" but admitted that their model looks "a bit like Beckham".