H&M Plans First Super Bowl Ad, for David Beckham Bodywear
H&M is a surprising player in the Super Bowl ad lineup. The Swedish company is well-known for its tie-ups with big fashion names and celebrity style icons. It has produced collections with Madonna, Lanvin, Chanel designer Karl Lagerfeld, Stella McCartney and, most recently, Versace. Each collaboration is launched with an original short film, created in-house, helping the H&M brand to establish its reputation as an innovative marketer, although it rarely spends heavily on media.
The Super Bowl spot will change that and will provide an opportunity for H&M to showcase its collaboration with David Beckham, one of the world's biggest and most bankable sports stars and a veteran of TV spots for PepsiCo , Adidas and other marketers.
Apart from his soccer career, Mr. Beckham has earned a reputation as a fashion icon unafraid to experiment with fashion, hairstyles and tattoos. He lives in Los Angeles with his wife, Victoria Adams Beckham, a former Spice Girl and now a successful clothing designer, and their four children, Brooklyn, Romeo, Cruz and Harper. Although he plays for U.S. soccer team L.A. Galaxy, he has made public his ambition to be selected for the Team GB soccer squad at this year's Olympic Games in London.
