As David Beckham joins Paris St Germain, Eurostar and its agency CLM BBDO has decided to celebrate the superstar signing with a campaign promoting its low cost ticket prices.
With Beckham donating his multi-million pound salary to a local children's charity in Paris, Eurostar has used the print ad to poke fun at its "low transfer fee" of €88.
Using Beckham's transfer as the hook of the ads, the creative features the copy: "England's football star just arrived in Paris. Transfer fee: €88*."
The ads will now feature in press and online via Facebook.