H&M - David Beckham 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.BRAND:H&MYEAR:2012AGENCY:internalSUPERBOWL:XLVIQUARTER AIRED:Q2