H&M launches t-commerce ad with David Beckham

The David Beckham for H&M collection will continue this season, despite Beckham hinting it may

be time to hang up his (under)pants. H&M this week released it will launch a t-commerce campaign of the Beckham collection during America's Super Bowl. The Swedish high street chain stated it will be the first enabled t-commerce campaign to allow direct shopping from a commercial.

Ad coincides with ShopTV

Thenew ad will coincide with H&M's t-commerce store in the ShopTV marketplace. Television shopping channels are big business in the US, with fashion, jewellery and homeware being particularly lucrative markets.

The technology is being demonstrated by both Samsung and Delivery Agent at the International CES show this week in Las Vegas.

"We're thrilled to be back in action at the Super Bowl, showcasing our new campaign," says Daniel Kulle, president H&M North America. "We're bringing our A-game, the world's top style icon and the best quality bodywear to the largest stage in the world." The commercial will air during the second quarter of the game. The new collection marks the fifth season for the line, with nine styles designed in collaboration with Beckham.