The briefs spot—filmed in a Hollywood studio in March 2011—will air on Channel 4, Channel 5, Sky multi-channel and 4 on Demand on 2 February, the day the collection launches. Manchester United and Chelsea fans will also enjoy an eyeful of Mr Beckham’s boxers with an airing during the break of the Man U-Chelsea game on Saturday 5 Feb.
In the US, the advert will air during the Super Bowl on 5 Feb. It will mark H&M’s first time advertising during the season-culminating American football 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,’ Steve Lubomski, director of marketing for H&M North America, told WWD. US TV network NBC is understood to be charging record fees as high as $3.5 million per 30-second advert.
Lubomski promised the advert would feature Beckham modelling different items from the range, to ‘stimulating’ effect. We’re setting our Sky boxes now...
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