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H&M - David Beckham

February 05, 2012 |

The fashion retailer entered the Super Bowl ad roster for the first time in 2012 to introduce its David Beckham Bodywear collection, and, as you’d expect, the ad includes a lot of Beckham in his underwear.

Underwear was represented in the following Super Bowl with Calvin Klein's own big-game debut, "Concept."

H&M would try a more sophisticated Super Bowl take in 2014’s “Uncovered,” which added both elements of a plot and on-screen shopping for people with the right kind of Samsung smart TVs. But this is a straightforward semi-nude man set to music, perhaps a welcome respite for anyone sick of ads’ reliance on women in bikinis.

H&M handled the creative internally, without hiring an outside ad agency.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandH&M
  • Year2012
  • Agencyinternal
  • Superbowl #XLVI
  • Quarter airedQ2