H&M plots David Beckham 't-commerce' Super Bowl ad

H&M is planning to broadcast a Super Bowl TV ad starring David Beckham that will allow viewers to buy items from the former footballer's underwear range directly through their TVs.

David Beckham: H&M readies Super Bowl push
David Beckham: H&M readies Super Bowl push

According to reports, the Swedish fashion retailer is returning to the Super Bowl after a year away with a campaign for Beckham’s Bodywear range.

Viewers watching the broadcast via a Samsung smart TV will be able to use their remote controls to order the products modelled by the former England footballer.

Using a system dubbed "t-commerce", developed by ad tech company Delivery Agent, a small pop-up menu will appear on screen allowing viewers to make a purchase. The interactivity will also appear to those watching the ad after the live broadcast.

H&M first signed up Beckham as an ambassador in 2011. Last year's campaign for its Spring 2013 range was directed by Guy Ritchie. The storyline followed the exploits of the recently-retired footballer after he was locked out of his house wearing only his underwear.

Brands such as Unilever-owned Axe, Audi, Bud Light, Chevrolet, Coca-Cola and Mars have invested an estimated $4m for a 30-second TV ad during the Super Bowl on 2 February.

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