H&M and David Beckham Heat Up the Super Bowl Again
Girls, you’ve got one more reason to tune into the Super Bowl this year, because David Beckham and his H&M bodywear collection are coming back for a repeat performance. Back in 2012, Beckham sizzled on the screen to promote his then-new capsule collection for the Swedish retailer, but this year, he’s upping the ante with a bigger production, skimpier underwear and a giving his fans a chance to choose the ending of the commercial. So sit tight during those commercial breaks, because Becks is back and he’s got plenty to show off.
In 2012, H&M’s Beckham commercial was ranked number one in social media for Super Bowl ads with 109,000 comments coming in from around the world. No doubt the pair want even better engagement this year, since they’ll be the sole retailer to have an ad during the telecast. So among the commercials for cars, snacks, soda and more, Beckham’s out to make a huge splash with social media and viewers alike. This year, H&M will be spending $4 million in ad dollars to get the spot a prime time slot and generate mass hysteria among the Super Bowl’s more fashion-leaning fans.
In the ad, Beckham finds himself stuck on the rooftop of the Truman Brewery in East London after a photo shoot in nothing but his skivvies, leaving him with only his wits and an impressive repertoire of parkour moves to get him back down to more reasonable environs. Of course there’ll be plenty of skin and underwear on display, just like his previous commercials with H&M. Past directors have included Guy Richie, but this year, the commercial is under the direction of Nicolas Winding Refn, who you’ll recognize from films such as Drive and Only God Forgives.
It was so exciting to work with one of my favourite directors, Nicolas Winding Refn, on my new campaign for H&M,” said Beckham.
Fans of the bodywear line will get a new range of stripes and solids to add to their collection in familiar shapes such as long-sleeved henley tops, tank tops and underwear. It’s also the debut the line’s first graphics, which appear as varsity-inspired Bs on the back of a few items. Spring 2014 also marks the launch of David Beckham Bodywear pieces for kids, which mirror the design and feel of the adult range. The kids’ line include pajamas and long johns in addition to underwear, tanks and tees.
But back to the ad, which, for the first time will include a crowdsourced ending. Beginning January 27, fans can visit H&M’s website and vote for their favorite ending. Fans can chose between or #covered for a more covered-up conclusion to Beckham’s acrobatic ad or #uncovered for a more revealing look at the world-famous footballer. If you happen to be in New York in the week leading up to the big game, you’ll be able to vote directly on iPads set up in H&M’s Times Square flagship. Online voting will be extended right through the eve of Super Bowl XLVIII, so you’ll have plenty of time to weigh in on just how much you want Becks to be wearing when he arrives at his destination at the end of the commercial. You can log onto the site or just use your Instagram and Twitter to vote via hashtag.
The David Beckham Bodywear Spring 2014 collection will be available online and in-stores beginning January 30.
For a behind-the-scenes look at the making of the commercial, check out the video below: