H&M Super Bowl commercial will let you buy Beckham's clothes through your Samsung TV

H&M plans to air a 30-second spot during the second quarter of Super Bowl XLVIII that will let viewers with certain Samsung smart TVs use their remote controls to engage with the commercial and buy products from David Beckham’s Bodywear line, according to H&M and Delivery Agent, the ad tech company supporting the commerce function.

The interactivity doesn’t take viewers out of the regular broadcast stream, Delivery Agent said. A small part of the screen will present a pop-up menu while the ad runs on the larger part of the screen, according to the company. The pop-up menu will offer product information, the ability to send that info to another device and the option to buy the product directly. The ad will still be interactive and shoppable for consumers who rewind to it using their DVRs.

The platform is provided by Delivery Agent, a “market leader in turning TV viewers into revenue generating customers,” and will be shown in action at CES this week. Delivery Agent’s CEO Mike Fitzsimmons said that by making its Super Bowl XLVIII ad “actionable and directly measurable,” the company and H&M would be “redefining the power and effectiveness of television advertising.” But the scale of that redefinition is yet to be seen: although commercials broadcast during the Super Bowl are traditionally seen by a huge viewership, H&M’s ad will only offer its interactive element to owners of internet-connected Samsung Smart TV models from 2012 and 2013.