Hennes & Mauritz AB (H&M) announced the company's marketing plans for the David Beckham Bodywear collection including full disclosure around the impending Super Bowl ad featuring iconic superstar 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 mages of Beckham modeling the collection and captures the energy, playfulness and style of the H&M brand. The ad, which will air during the 2nd quarter of the Super Bowl, was shot in Hollywood earlier in the year.
“I've had the honor of participating in some of the biggest sporting events in the world from the Olympics to the World Cup, and I'm now delighted to be a part of the Super Bowl to launch my new Bodywear Collection for H&M,” says David Beckham. “My design team and I spent 18 months developing the collection with the ultimate goal of setting a new standard in men's bodywear. It's been a fantastic collaborative experience, and I'm very happy with the end result. I'm also thrilled with the Super Bowl ad, and very much looking forward to Super Bowl Sunday.”
“We're excited 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 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 Ave. & 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.
Hennes & Mauritz AB (H&M)
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