With Burger King's expansion into fresh fruit smoothies and salads, the chain is clearly abandoning its single-minded focus on the hungry beef-eating young guys who count ketchup as the primary source of vegetables in their diet.

In its biggest marketing push to date, Burger King is using the star power of celebrities like Jay Leno, Mary J. Blige and Steven Tyler to draw attention to its revamped menu, which might otherwise be overlooked among offerings that have already been in the market from competitors like McDonald's. Global football phenomenon David Beckham is featured in the campaign's first spot from recently added roster agency Mother in New York.

What better way to get the attention of female consumers than with the Los Angeles Galaxy's metrosexual poster boy? Beckham has