Beckham continued his collaboration with H&M for the Bodywear Collection he designed for them. This ad was created for the Super Bowl.
In this commercial, David is locked out of a photo shoot on a rooftop in just his underwear, with no way down. He has to go to any lengths to get to safety, performing all his own stunts in the process.
They filmed two alternative versions, which were put to a vote on hm.com to find the people’s favorite: “covered” or “uncovered”. The uncovered version won.
A new gimmick: technology from e-commerce firm Delivery Agent allowed viewers with Samsung smart TVs to buy products from his Bodywear clothing line directly from their TVs.
Although neither the product, nor the campaign was aimed specifically at gay men, David running around (literally) near-naked was surely appreciated.
Read my article about H&M for Marketing the Rainbow: https://marketingtherainbow.info/case%20studies/fashion/H&M
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