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SBD Global/January 7, 2014/Marketing and Sponsorship

H&M Super Bowl Ad To Feature David Beckham Bodywear, Air During Second Quarter

Clothing retailer H&M announced that it is returning to the Super Bowl with a new David Beckham Bodywear campaign. The company will unveil a 30-second Beckham TV spot during the second quarter of the game featuring new technology allowing viewers with select Samsung Smart TVs to buy pieces from the collection instantly during the Super Bowl through the t-commerce platform. The brand also will run an in-store giveaway as well as on Facebook (H&M). AD AGE's Jeanine Poggi reported the H&M ad is the Super Bowl's "first commercial that's enabled for 't-commerce' -- e-commerce through your living room TV." Ad-tech company Delivery Agent said that the interactivity "doesn't take viewers out of the regular broadcast stream," as a small part of the screen will "present a pop-up menu while the ad runs on the larger part of the screen" (AD AGE, 1/6). BUSINESS INSIDER's Aaron Taube reported the spot will mark "H&M's return to the Super Bowl after missing last year's game." H&M North America President Daniel Kulle said, "We're thrilled to be back in action at the Super Bowl, showcasing our new campaign" (BUSINESS INSIDER, 1/6).

BECKHAM TO RIVER PLATE?: Guillermo Tofoni, the owner of marketing company World Eleven, which promotes the Argentine national football team's matches, tweeted, "David Beckham podría jugar en River ???? (David Beckham could play for River Plate) Why not ??" (TWITTER, 1/6).
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