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H&M Plans Super Bowl Commercial

The Swedish fast-fashion chain will air a 30-second commercial during the game for its David Beckham Bodywear collection.

David Beckham

SPEND IT LIKE BECKHAM: H&M is going to the big game with David Beckham. The Swedish fast-fashion chain will air a 30-second commercial during Super Bowl XLVI for its David Beckham Bodywear collection, which hits 1,800 H&M doors on Feb. 2.

“We’re always looking for new ways to surprise and delight our customers, and we see this as a unique opportunity to reach millions of fans and H&M customers,” said Steve Lubomski, director of marketing for H&M North America.

This story first appeared in the January 18, 2012 issue of WWD.  Subscribe Today.

This is the first time H&M is advertising during the Super Bowl, which will air on NBC on Feb. 5. The network is charging a record $3.5 million per 30-second spot on average during the telecast, according to published reports.

The David Beckham commercial was shot in a Hollywood studio last March. The Super Bowl spot will kick off a larger global advertising push supporting the bodywear launch, both on television and in print. The line encompasses men’s briefs, trunks, boxers, T-shirts, tank tops and pajama bottoms.

“David Beckham Bodywear for H&M is an international campaign and will run in all markets carrying the collection, but there is a special version created for the Super Bowl,” explained Lubomski.

H&M declined to reveal details on the creative aspects of the commercial but expect plenty of skin — the company dubbed it “stimulating,” and Lubomski said it features Beckham wearing different items from the collection.

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