According to reports, the Swedish fashion retailer is returning to the Super Bowl after a year away with a campaign for Beckham’s Bodywear range.
Viewers watching the broadcast via a Samsung smart TV will be able to use their remote controls to order the products modelled by the former England footballer.
Using a system dubbed “t-commerce”, developed by ad tech company Delivery Agent, a small pop-up menu will appear on screen allowing viewers to make a purchase. The interactivity will also appear to those watching the ad after the live broadcast.
H&M first signed up Beckham as an ambassador in 2011. Last year’s campaign for its Spring 2013 range was directed by Guy Ritchie. The storyline followed the exploits of the recently-retired footballer after he was locked out of his house wearing only his underwear.