H&M is planning to run an interactive version of its David Beckham Bodywear ad during the Super Bowl.
The new ad will allow Samsung Smart TV owners to purchase items from the spring collection of the Beckham range via the t-commerce platform.
Delivery Agent built the platform, with company CEO Mike Fitzsimmons saying in a statement: “This is a game-changer for the advertising industry. With the upcoming launch of the t-commerce-enabled H&M Super Bowl XLVIII ad, we are collectively redefining the power and effectiveness of television advertising. Years ago, the world talked about the potential associated with buying Jennifer Aniston's sweater. H&M, in an industry first, will now realize that potential by making their Super Bowl XLVIII ad actionable and directly measurable."
Delivery Agent announced its partnership with H&M at the CES event taking place in Las Vegas this week.