H&M revealed the company’s marketing plans, and new Super bowl XLVI commercial for the David Beckham Bodywear collection, starring David Beckham.
The seductive black and white commercial is a visual ode to David Beckham and the new bodywear collection. Set to the song “Don’t Let Me Be Misunderstood” by The Animals, the 30-second spot features images of Beckham modeling the collection and captures the energy, playfulness and style of the H&M brand. The camera angles range from close-ups to 360 degree views of Beckham sporting various pieces from the new line including the briefs ($12.95) and trunks ($14.95).
The ad, which will air during the 2nd quarter of the Super Bowl, was shot in Hollywood earlier in the year.
“I’m excited about my bodywear ad featuring in this year’s Super Bowl,” says David Beckham. “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.”
“We’re thrilled about David starring in our Super Bowl spot, which kicks-off the North American launch of the global David Beckham Bodywear collection,” says Steve Lubomski, Director of Marketing for H&M North America. “We’ll reach a significant number of our consumer base during the Super Bowl, and we’ll continue the momentum with a 360 degree marketing campaign that includes social media, national advertising, PR and consumer engagement.”
The introduction of the new bodywear line will be supported by an integrated marketing effort with a mix of TV, national and local print, interactive/web and out-of-home advertising. In addition, H&M secured a large space in NYC on 8th Avenue & 34th Street to create intrigue and anticipation leading up to the big game. A full body-length image of David Beckham modeling the new trunks will be hand-painted over a period of two weeks and completed by Super Bowl weekend. The process will be captured on video and shared as a time-lapse piece on www.YouTube.com/hm.