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H&M reprises Super Bowl spot with David Beckham branded underwear ad

High Street retailer H&M has announced it is returning to America’s Super Bowl following its last appearance at the sporting spectacular back in 2012.

To be broadcast by Fox on 2 Feb the advert will feature footballer David Beckham, reprising his role as mascot for the H&M’s Bodywear line of briefs, boxers and tank tops.

H&M has produced the commercial through its in-house creative unit Red Room and is intended to increase the effectiveness of the commercial this time around by encouraging interaction; specifically by inviting consumers to choose between two possible endings via a vote on the H&M website.

The Super Bowl marks the biggest day of the year for advertising with advertisers having to cough up around $4m for 30 seconds of ad time during the game.

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