SuperBowl 2012 Commercial

H&M David Beckham Underwear and Bodywear Line Campaign

H&M  recently announced a long-term alliance with David Beckham; and the stimulating Super Bowl spot marks both H&M and David Beckham’s inauguration into the Super Bowl advertising line-up and kicks-off with the introduction of the nine-piece Bodywear collection on February 2, 2012 in 1,800 H&M stores worldwide.

H&M’s advertisements are all produced in-house at the H&M headquarters in Sweden in cooperation with independent creative professionals. The David Beckham Bodywear commercial will have a prime place in the 2nd quarter of the game.

“We’re always looking for new ways to surprise and delight our customers, and we see this as a unique opportunity to reach millions of fans and H&M customers. David Beckham is a true style icon and one of the most decorated soccer players of all time,” says Steve Lubomski, Director of Marketing for H&M North America. “We’re thrilled with this campaign and excited to captivate viewers’ attention during the Super Bowl, the biggest stage in the world to unveil our ad campaign.”

This first collection introduces nine underwear styles for men which will go on to form the products of the long-term and far-reaching, unique partnership between Mr. Beckham and H&M. Designed by David’s in-house team and to be sold exclusively at H&M, the focus will be on fit, function, comfort and design, avoiding overt branding to present a range of new classics, consisting of briefs, boxers, vests, T-shirts, pajamas and long johns. The collection is the result of eighteen months of research and development, and aims to set a new standard in men’s bodywear for the 21st century.

“The David Beckham Bodywear Collection for H&M is full of pieces that men will love. It’s an amazing debut collection, with so much attention paid to the function and quality of the garments. David Beckham is one of the most respected men in the world today, and I can’t wait to see how the range will grow and evolve in the seasons ahead.” said Ann-Sofie Johansson, H&M’s Head of Design.

Mr. Beckham follows that by saying: “Working with a team has always been a key part of my life and I found that to be the same when developing this range. Collectively with my design team we spent time working on the feel, fit and style to make sure the product is not only something I would wear but one which I would be proud to put my name to. I always want to challenge myself and this was such a rewarding experience for me. I’m very happy with the end result and I hope H&M’s male customers will be as excited as I am.”

The over-riding foundation of this debut collection and all future expansion of the line is about finding the perfect garment with the perfect detailing, such as sourcing the most comfortable elastic for a brief, with a label which does not scratch, along with seams which will not rub against the body. For Mr. Beckham and H&M, it has to be the right shade of grey for a long-length vest; the perfect sleeve length for a fitted T-shirt. The inspiration ultimately came from working with pieces with from Mr. Beckham’s own wardrobe, incorporating his own unique style aesthetic in order to create and build a meaningful and potentially successful bodywear brand from the outset. It’s why the waistband branding is minimal: instead, the signature is found in the design of the pieces themselves.

This first collection consists of nine key products in their most basic form. There are four underpant styles – briefs ($14.95US), trunks ($14.95US), boxer briefs ($14.95US) and woven boxers ($14.95US); three tops – David’s perfect T-shirt ($14.95US), a vest ($14.95US) and a Henley ($29.95US); and then two bodywear styles – pyjama bottoms ($29.95US), and long johns ($29.95US), the secret favorite undergarment of many men in the colder months. High-grade cotton is used throughout, with the right elastane in the briefs and trunks. Cotton waffle is used in the Henley and long-john,  and a special finish on the 100% cotton pyjamas to ensure they retain their shape. The collection is a first in a long- term partnership with H&M, which will seasonally develop with new styles, new fabrics and new patterns which will all follow the quality-focused blueprint of David’s new classics.

“We’re always looking for new ways to surprise and delight our customers, and we see this as a unique opportunity to reach millions of fans and H&M customers. David Beckham is a true style icon and one of the most decorated soccer players of all time,” says Steve Lubomski, Director of Marketing for H&M North America. “We’re thrilled with this campaign and excited to captivate viewers’ attention during the Super Bowl, the biggest stage in the world to unveil our ad campaign.”

The new David Beckham nine-piece Bodywear collection debuted February 2, 2012 in 1,800 H&M stores worldwide, as well as online at www.hm.com.

SOURCE: Phillip Johnson @ FashionManiac.com