The behind-the-scenes advert sees the retired football star being prepared for a photoshoot in a changing room, in which he appears in several shots looking moodily into the distance.
Wearing various items of the Bodywear brand, the 37-year-old is filmed wearing casual clothing, including an array of vests and casual bottoms.
The new campaign also shows the dad-of-four standing topless in just a pair of boxer shorts, showing off another of his collections – his tattoos. The promotional film wraps up with a dressing gown being slipped onto the football star.
Speaking of the autumn range with the Swedish high-street chain, David said: "I love the heritage athletic style of the new pieces in my Bodywear collection at H&M. The vests, pajama pants and raglan sleeve tops are already like wardrobe favorites for me that I know I'll wear all season long.
"It was great to shoot them in an old-fashioned East End changing room. It was like I had gone right back to my roots."
A number of shots from the new campaign were later posted on Instagram and David's Facebook account. One of the sexy images – of David in a pair of boxer shorts – was very well received, getting more than 500,000 likes from fans and being shared on the social network site more than 14,000 times.
The former Manchester United, Real Madrid and Los Angeles Galaxy player first set hearts aflutter in February when his new H&M underwear advert was released.
The advert, directed by Madonna's ex-husband Guy Ritchie, sees David running through Los Angeles, wearing just a pair of boxer shorts.