H&M To Launch Super Bowl Ad Featuring David Beckham

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   David Beckham smilingTop Swedish fashion retailer, H&M would launch a campaign for Beckham’s Bodywear range at this year’s Super Bowl after a 12 month hiatus.

Viewers watching the Super Bowl broadcast via a Samsung smart TV will be able to use their remote controls to order the products modelled by the former England footballer.

Using a system dubbed “t-commerce”, developed by ad tech company Delivery Agent, a small pop-up menu will appear on screen allowing viewers to make a purchase. The interactivity will also appear to those watching the ad after the live broadcast.

H&M first signed up Beckham as an ambassador in 2011. Last year’s campaign for its Spring 2013 range was directed by Guy Ritchie. The storyline followed the exploits of the recently-retired footballer after he was locked out of his house wearing only his underwear.

Brands such as Unilever-owned Axe, Audi, Bud Light, Chevrolet, Coca-Cola and Mars have invested an estimated $4m for a 30-second TV ad during the Super Bowl on 2 February.

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