Bodywear ad gets David Beckham down to his underwear

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And now, a little something for the ladies -- David Beckham in his underwear.

There are so few ads directed at women during the big game, even though marketers know that there are more females watching the Super Bowl than the Oscars, the so-called “Super Bowl for Women.” Missed opportunity!


That’s where Swedish fast-fashion retailer H&M will come in this year. To introduce its Beckham Bodywear line, the company launches a 30-second black-and-white love letter to the famous soccer star’s ripped and tatted frame. There he stands in tiny white skivvies while the camera pans around his muscled physique and the Animals sing “Don’t Let Me Be Misunderstood.” Heavy sigh.

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The clothing store doesn’t advertise much on TV -– it sticks mostly with print and online -– so this is a pricey gambit. But let’s just say that H&M knows its consumer, which isn’t the rough-and-tumble NFL fan. It’s his girlfriend, and she’ll be buying those tighty whities, which could never look better than on their namesake. But a girl can dream, can’t she?


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- T.L. Stanley