H&M is set to make a grand appearance during next month's Super Bowl on Fox with the first shoppable ad.
Rhia Chohan, Online Editor
Image: Beckham on set with Nicolas Winding Refn, who directed 'Drive' starring Ryan Gosling.
David Beckham will promote his Bodywear collection in a 30-second ad during the 2014 Super Bowl. The format will stay true to the format of previous seasons, involving a shirtless Beckham, but that is not the most noteworthy part of the ad: It will be the first spot ever in which viewers will be able to shop featured pieces directly from their TVs.
H&M is pioneering this ‘t-commerce’ technology from Delivery Agent — a company that creates apps and tech that helps to turn “TV viewers into customers.” Only viewers watching the Super Bowl XLVIII commercial from Samsung Smart TVs can purchase items from the David Beckham Bodywear collection through a ShopTV shopping platform.
How it works
According to Delivery Agent, a small part of the screen will present a pop-up menu while the ad runs on the larger part of the screen. The pop-up menu will offer product information, the ability to send that info to another device and the option to buy the product directly.
The commercial will still be interactive and shoppable for consumers who rewind to it using their DVRs. Aside from the Super Bowl spot, H&M's campaign includes a t-commerce boutique on Delivery Agent's ShopTV app, which is accessible on some Samsung smart TVs, as well as ShopTV on web, mobile and tablet devices.
Behind the scenes
In a preview spot H&M are asking fans to choose their Super Bowl ad. The spots were directed by 'Drive' and 'Only God Forgives' director, Nicolas Winding Refn. According to the director, Beckham did his own stunts. See the making of below.
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