H&M And David Beckham #Uncovered In New Super Bowl Commercial
NEW YORK, Jan. 23, 2014 H&M, Hennes & Mauritz AB (H&M) unveiled all today about the company’s highly-anticipated Super Bowl commercial featuring global style icon David Beckham. H&M’s second visit to the big stage is poised to be twice the fun with the David Beckham Bodywear Spring campaign officially launching on Super Bowl Sunday.
While H&M’s debut spot in 2012 was seductively simple, this new entry is a high-octane ride with tantalizing views of Beckham in never-before-seen positions. To commemorate their second appearance, director Nicolas Winding Refn and David Beckham filmed two alternate versions of the action-packed 30-second spot, and fans will have the chance to determine which one the world will see on Super Bowl Sunday.
In the spot, David is accidentally locked out of a photo shoot on a rooftop wearing only his underwear. With no way down, he goes to great lengths to find a way back inside, performing all his own stunts in the process. Fans will see Beckham zipline across rooftops, scale buildings and navigate tricky obstacles all in his signature briefs. The commercial culminates in one of two unexpected ways – with David either “#Covered” or “#Uncovered.”
Fans can preview 10-second excerpts from “Covered” and “Uncovered” on http://www.hm.com/us/david-beckham-spring and vote for their favorite version. Consumers can also preview the ads and cast their votes at various H&M stores including the new flagship store in Times Square. Voting begins on Jan. 27and closes on Feb. 1 at midnight. The winning spot will run in the second quarter of the Super Bowl on Feb. 2. Set to the song “Nobody but Me” by The Human Beinz, both versions of the ad capture the energy and playfulness of David Beckham and the H&M brand.
“It was so exciting to work with one of my favorite directors, Nicolas Winding Refn, on my new campaign for H&M,” says David Beckham. “Nicolas pushed me hard to create an action-packed film, which shows off this season’s new heritage-inspired bodywear at its best.”
“I loved working with David for his new campaign,” says Nicolas Winding Refn. “He is a natural in front of the camera, and was fearless when performing his own stunts. The campaign is funny, smart and spectacular, and shows the many different sides of David’s personality.”
In addition to the double delight, David Beckham will greet fans with a special appearance at the flagship H&M store in Times Square on Saturday, Feb. 1. Visitors to the store can also cast last-minute votes for the ad they like best via customized iPads.
“We’re thrilled to be back in the Super Bowl spotlight with a rousing ad starring David Beckham, timed perfectly with the launch of the David Beckham Bodywear spring collection,” says Daniel Kulle, President H&M North America. “It’s part of H&M’s DNA to surprise and delight our consumers, and we’re excited to connect with them on so many different levels during our Super Bowl campaign.”
The introduction of the new David Beckham Bodywear line will be supported with an integrated marketing effort to surprise and entertain consumers. H&M will become the first advertiser ever to introduce the breakthrough “t-commerce” technology powered by Delivery Agent. Viewers with select Samsung Smart TVs will be able to buy pieces from the new David Beckham Bodywear collection instantly during the game through this pioneering technology.
The campaign will feature a mix of TV, national print, interactive/web and out-of-home advertising. Special Double-Decker buses in NYC will be wrapped with enticing visuals from the ad. H&M also secured large spaces in NYC, Chicago and Los Angeles featuring images of David Beckham modeling a $14.95 tank top and $9.95 briefs from the new Spring collection.
The campaign features nine pieces from the Spring collection, which sees a fresh take on heritage. Stripes of varying width are introduced on long-sleeve Henleys, vests and trunks, as well as varsity style lettering on the back of long-sleeve raglan tops.
These new pieces join the core David Beckham Bodywear collection, which have quickly become a staple in the wardrobes of men worldwide since its launch in Feb. 2012.