IT'S a sight that's sure to put a chill into the hearts of the nation's grandmothers.

Craig David has ditched his cuddly boy-next-door image for a leather-clad rock 'n' roll look - complete with tattoos, Mohican haircut and stubble and giving the rockers' salute.

Fans of the Southampton singing star are sure to do a double-take when they see the pictures.

But fans who love Craig for his sensitive lyrics and nice-boy image shouldn't worry too much.

The 21-year-old soul sensation hasn't crossed over to the dark side for good. It's all for the sake of advertising.

Craig, who grew up on Southampton's Holyrood Estate, is one of several celebrities who have been given a radical image makeover for a lager campaign.

The singer admitted he fell in love with his new look, photographed by celebrity snapper Rankin.

"I'd never thought about having a tattoo done before, but I'm seriously considering it now. I think they look really good," said Craig, who spent five hours having the fake tattoos applied.

Originally, the lager brewers wanted to turn Craig into a sexy lingerie model, but he came up with the idea of the heavy metal rocker look.

"The leather trousers I wore for came from a rock 'n' roll bikers's shop. They made me look a bit like I used to when I was in Southampton," he said.

"I showed my mum the shots and she thought they were great."

Craig was so enamoured with the magnetic piercing he wore on his face he took it home with him.

Other celebrities made over for the ads include Zoe Ball, Johnny Vegas, Ralf Little, Ronan Keating and Holly Valance.

Craig, whose hits include Seven Days, Walking Away and Fill Me In, is busy promoting his second album, Slicker than the Average.