H&M announced yesterday it would debut a 30 second commercial during the 2012 Superbowl game to bring attention to its new David Beckham Bodywear for H&M line hitting stores Feb. 2. The spot marks both H&M and Beckham’s first forays into the biggest commercial line up of the year.
The Swedish retailer, no stranger to inventive marketing, told The Underwear Expert they’d be releasing other videos surrounding the launch as well.
The combination of Beckham’s fame and H&M’s growing visibility in the states seems to be creating spectacular anticipation for the new line. This popularity, with Beckham’s respect amongst sports fans, made this commercial too good of an opportunity to pass up. “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,” Steve Lubomski, Director of Marketing for North America stated. “We’re thrilled with this campaign and excited to captivate viewers’ attention during the Super Bowl.”
The Superbowl this year will be seen by over 100 million people and the average price for a 30 second super bowl spot this year is said to be between 3.5 and 4 million dollars.
To view the result of the new partnership between H&M and Beckham, check out our article on the collaboration, and gallery of the first David Beckham Bodywear for H&M collection here.
To check out the commercial, be sure to check out the 2nd quarter of the game, where we’re told the commercial will have a prime spot.