Clothing retailer H&M will go the extra yard during this year's Super Bowl with an ad that lets viewers not only ogle David Beckham, but also buy his underwear.
Viewers with Samsung Smart TVs will be able to use their remote controls to buy products from Beckham's Bodywear line. The interactivity is made possible by Delivery Agent, an ad tech firm. During the H&M ad, a pop-up menu will appear for viewers with Samsung TVs. The menu will offer links to more information and also the ability to buy some of the items, which are sold via H&M. The Beckham ad is scheduled to run in the second quarter of the game.
See also: There Are 5 Candidates for Doritos' Super Bowl Ad. One Is Pretty Funny
Delivery Agent, which is set to go public this year, has dabbled in Super Bowl ad commerce before. In 2012, the company joined forces with Shazam to let viewers shop for advertised items. Consumers with Shazam's app could receive promos for certain products that they could purchase on their devices, thanks to Delivery Agent. Cablevision has also offered the ability to buy advertised products via its remote control.
Have something to add to this story? Share it in the comments.
Image: Martin Bureau