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Beckham's blind soccer game for new sports campaign

Sport superstar David Beckham has played soccer blindfolded in a bid to understand the challenges faced by disabled players ahead of the Olympic Games in London next year (12).

As part of his new role as the face of U.K. supermarket giant Sainsbury's, Beckham has shot a commercial in which he plays his beloved sport while wearing a blindfold with Britain's Paralympic soccer team.

In the ad, the usually agile player has to grab on to a guide while trying to kick the ball across the pitch, and tries in vain to score twice.

At the end of the commercial, he tries one last time, and kicks the ball to the back of the net.

The campaign is part of the retail giant's initiative to encourage one million kids to try playing a Paralympic sport before the 2012 games.