At some point during this year’s Superbowl, David Beckham will appear on your screen in his underwear.
Do I have your attention?
Good, because for those of you with a Samsung Smart TV, it gets even better — thanks to the first television spot of its kind, you’ll actually be able to interact with what you see on screen…albeit, probably not in quite the way you’re hoping.
While Beckham models H&M‘s underwear line during the retailer’s Superbowl ad, presumably-hypnotized viewers will be able to purchase the product (the underwear, not the model) by using their remote to navigate a pop-up menu that will appear on the side of the screen.
But in a world of insta-purchases being made on mobile devices all the time, is there a place for interactive TV ads? Mike Fitzsimmons, CEO of Delivery Agent, the agency behind the ad, certainly seems to think so.
“This is a game-changer for the advertising industry,” said Fitzsimmons in a release. “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.”
While we’ll just have to wait and see whether this type of interactive TV advertising becomes a successful trend, we leave you with this indisputable takeaway: If you’ve ever imagined finding David Beckham’s underwear on your bedroom floor, you’re about to be offered a surefire and simple way to make it happen…just, once again, perhaps not quite in the way you were hoping.