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FASHION GOAL: H&M is going back to the gridiron.
The retailer will air a 30-second television commercial featuring David Beckham during Super Bowl XLVIII, which will be played at the MetLife Stadium at the Meadowlands Sports Complex in East Rutherford, N.J., on Feb. 2. Advertisers often use the event to show off their most creative advertising. Some 30-second spots during the Super Bowl reportedly cost around $4 million this year.
This story first appeared in the January 6, 2014 issue of WWD. Subscribe Today.
Super Bowl 2014 marks H&M’s return to the field after a year’s absence. The Swedish fast-fashion brand joins the usual Super Bowl advertising suspects such as car makers, with Audi and Chevy; personal-care products like Axe, and Doritos chips.
Beckham has been the face — and finely chiseled body — of H&M’s David Beckham Bodywear since 2012. The collection marks the fifth season for the line. Nine styles will be introduced in the commercial, which was filmed in London and features Beckham scaling huge pipes in what could be a power station or an oil refinery.
The commercial has a high-tech twist. Owners of Samsung smart televisions will be able to buy pieces from the collection instantly during the Super Bowl through t-commerce, or television commerce. H&M partnered with Delivery Agent, which developed the technology. H&M said it brings a new level of engagement and measurement to Super Bowl advertising.
H&M claims to be the first to launch a fully enabled t-commerce campaign that includes shopping from a commercial. H&M is also launching a t-commerce boutique in the ShopTV marketplace, giving consumers across the country access to the David Beckham Bodywear collection.
An H&M sweepstakes kicks off today on Facebook and in-store with a grand prize of a three-night trip to New York City, two tickets to the Super Bowl and a meet-and-greet with Beckham.