The Game-Changer
This year I was surprised and delighted to catch a glimpse of a Super Bowl ad that stood out from the rest. The ad has been online for quite some time now, but buying a spot during the game really goes to show how serious H&M is about this new product. David Beckham's body wear collection for H&M was the clear cut winner for the best ad that spoke to women.
It's clear to see that the football audience isn't an old boys club anymore. More than ever before, women are painting their faces in the stadium or are plunked right next to their boys on the couch. About 42% of women identify as football fans and 375,000 women attended a professional game in the past year. Even the NFL itself recognizes their female audience with an exclusive women's fashion line. So I think it's about time there was a break in the usual bikini-clad spokesmodel commercial. The Beckham ad shows that a fashion brand can roll with the big dogs in getting noticed on one of the highest rated television events of the year.
Even though the product itself is for men, it will most likely be a woman picking them up from the shop, or dragging her man in to get it himself. After all it's women who hold the buying power for most households, and I'm sure this spot has got them lusting after these man-panties enough to have the racks cleared by sundown. But they just need to remember that the trunks won't magically turn that man's keg into a six-pack.
The H&M ad was greatly successful and has already created a multitude of buzz, if there is one thing H&M knows how to do, it's to get their customers clawing and fighting for their featured products. I'm sure, just like every featured product as seen in their seasonal posters, these undies will be hard to find in a few weeks.
- Tell us how well football and fashion mix in the comments below.