Worth every penny of that $3.5m spot: First look at the David Beckham for H&M Super Bowl commercial
It goes without saying that the ads that run during the Super Bowl are as eagerly anticipated as the game itself. And one in particular is sure to have the full attention of female viewers.
H&M this morning released its first commercial for David Beckham Bodywear, which will make its debut during the second quarter of the NFL championship final.
Starring the man himself, the 30-second black-and-white ad, set to the song Don't Let Me Be Misunderstood by The Animals, shows close-ups of the soccer star's many tattoos and flawless body.
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High-profile debut: A television commercial for the new David Beckham Bodywear collection, due to launch at H&M on Thursday, will premiere during the Super Bowl
In fact, the focus is so much on the 36-year-old LA Galaxy player, one might be tempted to ask what exactly the ad is promoting.
Of course we do get a glimpse of the products in question, right at the very end. The soccer star sports a pair of briefs, which will retail for $12.95, and trunks, which will be priced at $14.95.
One for the ladies: The black-and-white ad shows close-ups of the soccer star's many tattoos and flawless body – but not much of the products from the line
Tattoo tribute: One shot shows an inking in honour of the 36-year-old's second son, Romeo
Mr Beckham admitted he was excited that the ad would be airing in such a high-profile spot.
He said in a press release: 'I'm excited about my bodywear ad featuring in this year's Super Bowl.
'My design team and I spent 18 months developing
the collection, it's been a fantastic collaborative experience, and I'm
very happy with the end result.
Like every fan, I'm looking forward to
Super Bowl Sunday.'
Brief glimpse: Only at the end of the 30-second spot do we see any of the David Beckham Bodywear range
Star turn: As well as the briefs, Mr Beckham models trunks (pictured), which will be priced at $14.95
Steve Lubomski, Director of Marketing for H&M
North America, echoed the star's sentiments.
He added: 'We're thrilled about David starring in our Super Bowl spot, which
kicks-off the North American launch of the global David Beckham Bodywear
We'll reach a significant number of our consumer base
during the Super Bowl, and we'll continue the momentum with a 360 degree
marketing campaign that includes social media, national advertising, PR
and consumer engagement.'
Cheeky smile: The LA Galaxy player grins at the camera by way of a parting shot
H&M is also promoting the launch with a huge ad on the corner of 8th Avenue & 34th Street in Manhattan.
A full body-length image of Mr Beckham modelling the new trunks will
be hand-painted over a period of two weeks and completed by Super Bowl
weekend. The process will be captured on video and shared as a
time-lapse video on YouTube.
The David Beckham Bodywear line will go on sale on Thursday, just in time for Valentine's Day.
Video: “I love underwear” says Beckham