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H&M Plans 'Shoppable' Super Bowl Ad

H&M and Delivery Agent will kick off a t-commerce campaign pitching David Beckham apparel during Super Bowl XLVIII.

The partnership will allow consumers to use their remote control to “engage with the advertising content and opt-in to purchase products as they view the new spring collection of David Beckham Bodywear,” the companies report.

The campaign will launch with a spot during this year’s NFL championship game, which is scheduled for Feb. 2 from MetLife Stadium in Rutherford, N.J.

As part of the campaign, the company is launching an H&M t-commerce boutique. Consumers can access this at Delivery Agent’s ShopTV on select Samsung Smart TVs or on ShopTV on the web, mobile devices and tablets.

“This is a game-changer for the advertising industry,” said Mike Fitzsimmons, Delivery Agent CEO. “With the upcoming launch of the t-commerce-enabled H&M Super Bowl XLVIII ad, we are collectively redefining the power and effectiveness of television advertising. Years ago, the world talked about the potential associated with buying Jennifer Aniston’s sweater. H&M, in an industry first, will now realize that potential by making their Super Bowl XLVIII ad actionable and directly measurable.”

Delivery Agent will showcase the integrated t-commerce shopping experience with H&M at CES.