New East Digital Archive

Check out the Ukrainian band in David Beckham’s latest ad

16 January 2018

Model, spokesperson, and former England captain David Beckham has taken on many roles since retiring from football in 2013 — but now the former athlete is branching out as an unlikely ambassador for Ukrainian pop.

Ukrainian ethno-pop anthem Under the oak (Sho z-pod duba) by DakhaBrakha can be heard on the latest promotional video for Beckham’s new men’s grooming brand, House 99.

Iryna Horban, DakhaBrakha’s art manager, told Ukraine’s Hromadske news outlet that negotiations for Beckham to use the song had taken six months. “We are delighted that our music is fitting in any context and any country of the world,” she said.

DakhaBrakha already enjoy substantial international success, performing in the United States, France, the United Kingdom, China and Malaysia.