Filed under: | Super Bowl
Jan 24 2014, 4:33am CST | by Forbes
This year’s star-powered Super Bowl just got even sexier with the announcement that global soccer icon David Beckham is teaming up again with Swedish clothing manufacture H&M (Hennes & Mauritz AB) to bring fans another risqué ad inspired by fellow sex symbol James Bond.
H&M, which used Beckham in its 2012 Super Bowl ad to introduce consumers to its new David Beckham Bodywear line of underwear, is banking that this year’s $4 million investment will have the same impact as it did two years ago. While 2012′s version ranked number one in social media for Super Bowl ads with 109,000 comments, the brand certainly faces an uphill battle in generating similar buzz, as it will once again be the only retailer with an ad during Super Bowl XLVIII. It also faces the daunting task of going up against established sponsors like Coca-Cola, Anheuser-Busch, GoDaddy and Chevrolet.
The brand, which has made a major push into the US market over the last decade, learned a number of valuable lessons from its 2012 ad. Among them was the need to go beyond creating brand awareness and to leverage its investment to increase engagement with consumers. To this end, H&M is inviting fans to visit their website and vote on two possible conclusions to this year’s commercial, with voting scheduled to begin Monday and run through the eve of the Super Bowl.
In the spot, David is 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.
And just what might the ending be? In the #covered version, Beckham ends up at a photo shoot wearing only his H&M briefs. In the other, more salacious version, fans can vote #uncovered and have Beckham arrive clad only in his birthday suit. Of course, considering the game will be broadcast over network television around the world, fans shouldn’t really expect to see much real nudity, but H&M hopes that clever camera angles will deliver the view some fans hope to see.
Fans visiting New York during Super Bowl weekend will also be able to interact with Beckham at H&M’s flagship store in Times Square, where they will also be able to vote directly onsite for their preferred ending.
While the impact of the ad remains to be seen, no one will be able to argue that H&M’s use of Beckham in their advertising hasn’t pushed the boundaries of the celebrity endorser as sex symbol.
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