H&M unveils David Beckham

Written by admin on January 31st, 2012
Summary:

H&M, the Swedish fashion retailer, has unveiled its first Super Bowl TV advert for David Beckham’s H&M bodywear range.

H&M, the Swedish fashion retailer, has unveiled its first Super Bowl TV advert for David Beckham’s H&M bodywear range.

H&M posted the advert on its YouTube channel on Monday morning. Set to the song “Don’t Let Me Be Misunderstood” by The Animals, the black-and-white commercial, created in-house shows Beckham sporting various styles from the underwear line, which hits H&M stores globally on Thursday.

The 30-second spot, which will air during the second quarter of the Super Bowl on Sunday, aims to promote Beckham’s H&M Bodywear collection, including briefs and boxer shorts.

It is the first time the retailer has invested heavily in TV advertising, with the cost of a Super Bowl ad costing around £2.2m ($3.5). The retailer until now has opted instead to use online and print advertising.

H&M will also hand-paint a large billboard of Beckham in a pair of trunks from the line on Eighth Avenue and 34th Street in New York, during this week leading up to the Super Bowl, with the finished results unveiled over the weekend. The process will be shown as a time-lapse video on H&M’s YouTube channel, as well

Volkswagen’s ad, ‘The Force’, created by Deutsch USA and featuring a mini Darth Vader became the most watched ad of 2011 after being seeded online before being shown on TV during last year’s Super Bowl, according to Unruly Media.

This year’s NFL Super Bowl XLVI, between the New York Giants and New England Patriots, takes place in Indianapolis. It is expected to draw a TV audience of 100 million people.

“I’m excited about my bodywear ad featuring in this year’s Super Bowl,” said Beckham of the spot, set to air in the second quarter of the game on Sunday. “My design team and I spent 18 months developing the collection. It’s been a fantastic collaborative experience, and I’m very happy with the end result. Like every fan, I’m looking forward to Super Bowl Sunday.”

 

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