Tuesday January 07, 2014 | 09:38 AM
Posted by Rob Gould

Is it too early in the day for this? Is it ever too early in the day to look at Beckham in the buff? Personally, he doesn't really do it for me, but I know he does it for lots of you, so here he is. Time to wake up!

Oh, and there's actually a story here. I swear.

Retired soccer star and cultural icon David Beckham's H&M Super Bowl campaign will be the first time in history that viewers can shop a commercial in real-time.

H&M will run a 30-second spot during the second quarter of Super Bowl XLVIII featuring products from David Beckham's Bodywear line, a fashion line he has designed in collaboration with H&M since 2012. In addition to the new looks, the ad will feature technology from e-commerce firm Delivery Agent that will allow viewers to see information about the clothes Beckham is (barely) wearing, and purchase these items directly through their TVs.

There's just one catch. Only viewers with certain Samsung smart TVs will be able to engage in what is being called "t-commerce" — e-commerce through the family TV.

EMarketer predicted last year that 22.6 million U.S. households, 18.8% of total U.S. households, would have a smart TV by the end of 2013, and they will again be a focus at this week's Consumer Electronics Show in Las Vegas, where Delivery Agent plans to describe its H&M effort on Monday. But it remains to be seen how many Super Bowl viewers will want to divert their focus even briefly to on-screen shopping. - Advertising Age

Super Bowl fans looking to upgrade the quality of their HDTV have now been given the ultimate motivation to act - Beckham nearly in the buff. While H&M has not revealed who directed its new randy Super Bowl campaign, previous Beckham Bodywear spots have been filmed by director, and Madonna's ex-husband, Guy Richie.

Women's Wear Daily reports that this year's ad will likely show Beckham climbing "huge pipes" in either a power plant or a refinery.

Beckham also starred in H&M's 2012 Super Bowl ad, in which he was filmed shirtless modeling a pair of underwear. You can watch it here.

I haven't read anyone one else describe it this way, but I think this is great example of the growing importance of social tv. The spot essentially takes the "next step" in asking viewers not just to engage with H&M, but to buy from them. I also find it hard to believe that the campaign won't be supported by social media outreach via the brand's social media accounts. Watch H&M's Facebook, Twitter, and Google+ accounts for more. You can also follow the hashtag #beckhamforhm on Twitter and join in the conversation.

So, what do you think? Will you "buy Beckham?" Leave your feedback in the comments section here or you can always find me on Twitter at @bobbbyg


PHOTO CREDIT 2: Courtesy Photo


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About the Author

Rob works as a digital marketing & public relations consultant to agencies, brands, and individuals. He has 20 years of marketing experience. He also currently serves in a volunteer capacity as director of pr/communications for TEDxDirigo. From 2005-2011, Rob served as director of social media & agency communications at The VIA Agency (Portland). Prior to VIA, Rob worked with several PR & advertising agencies in London & Boston. He is a graduate of The University of Vermont (UVM) and a Maine transplant (2002).

Follow Rob on Twitter at @bobbbyg

His real-life interests include art, travel, writing, design, psychology, the beach, & exercise (grudgingly at times).

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