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H&M to bend it with Beckham at Super Bowl


H&M is getting ready to take its latest ad campaign featuring David Beckham’s Bodywear collection to the Super Bowl. To mark the commercial, David Beckham will also make his first ever appearance at the new H&M Times Square store.

H&M will unveil a 30-second David Beckham TV spot featuring never-before-seen technology from Delivery Agent that the retailer says brings a new level of consumer engagement and measurement to Super Bowl advertising. Viewers with select Samsung Smart TVs will be able to buy pieces from the new David Beckham Bodywear collection instantly during the Super Bowl through the t-commerce platform.

H&M is the first retailer to launch a fully enabled t-commerce campaign that includes shopping from a commercial, as well as launching an H&M t-commerce boutique in the ShopTV marketplace, bringing pieces from the David Beckham Bodywear collection to consumers across the United States.

"We're thrilled to be back in action at the Super Bowl, showcasing our new campaign," says Daniel Kulle, president H&M North America. "We're bringing our A-game, the world's top style icon and the best quality bodywear to the largest stage in the world."

The David Beckham Bodywear commercial will air during the second quarter of the big game. The new collection marks the fifth season for H&M's David Beckham Bodywear line, with nine styles designed in collaboration with the soccer player.

In anticipation of the collection launch, H&M is running a grand prize giveaway via Facebook and in-store. Consumers who log onto H&M's Facebook page and provide their email address will be entered to win a three-night trip to New York City, two tickets to Super Bowl XLVIII and the opportunity to meet Beckham.

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