Perhaps one of the most anticipated ads of Sunday’s upcoming Super Bowl XLVI is for a new men’s collection about to launch at the mother of all discount fashion retailers, H&M.
What’s the buzz? The ad is said to star European football turned American Soccer sensation, David Beckham. In his underwear.
Previews of the spot show a heavily tattooed Beckham posing coyly in nothing but a pair of snug tighty-whities that bear a simple “David Beckham” label placed strategically on the front.
The extreme eye candy nature of the commercial and its less than subtle attempt to appeal to female Super Bowl fans, combined with the slated Feb. 2 launch date for the collection, seem to indicate H&M is counting on Valentine’s Day to give the launch a little boost.
It’s the latest in a long series of high profile designer collaborations with H&M. Beckham’s marriage to former Spice Girl turned fashion designer, Victoria Beckham, gives the collection an additional air of marketability.
But lest you think the athlete is simply lending his name to the label to make some extra cash, a statement by Beckham in a recent press release seems to indicate that he was involved with the design from the beginning. “My design team and I spent 18 months developing the collection,” he said. “It’s been a fantastic collaborative experience, and I’m very happy with the end result.”
One imagines most ladies watching this Sunday will be happy with the end result, too.
Watch a preview of the commercial on H&M's website.