(Filed Under wholesale Men's Underwear News). Global retailer H&M is launching its spring campaign for its popular David Beckham Bodywear line with an interactive Super Bowl commercial featuring the world-renowned athlete and style icon.
Partnering with acclaimed director Nicolas Winding Refn, who helmed “Drive” and “Only God Forgives,” the brand had two versions of the spot filmed. Both versions feature Beckham locked out of a photo shoot in his underwear, then ziplining, scaling buildings and encountering other obstacles in his quest to get inside. The ad then culminates with Beckham either “Covered” or “Uncovered.”
Fans can preview excerpts and have until midnight on Feb. 1 to vote for either “Covered” or “Uncovered” to be the one ad that premieres during the second quarter of the Super Bowl. The clips are available at www.hm.com/us/david-beckham-spring.
Additionally, H&M is employing groundbreaking “t-commerce technology” so that viewers with Samsung Smart TVs will be able to buy pieces from the David Beckham Bodywear collection instantly during the game through their televisions.
“We’re thrilled to be back in the Super Bowl spotlight with a rousing ad starring David Beckham, timed perfectly with the launch of the David Beckham Bodywear spring collection,” H&M North America President Daniel Kulle said in a statement. “It’s part of H&M’s DNA to surprise and delight our consumers, and we’re excited to connect with them on so many different levels during our Super Bowl campaign.”
In addition to the Super Bowl spot, the campaign will feature a mix of TV, print, out-of-home and interactive Web advertising. H&M will premiere large building-side ads in New York, Los Angeles and Chicago featuring Beckham wearing affordable pieces from the new line.
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