According to reports, the Swedish fashion retailer is returning to the Super Bowl after a year away with a campaign for Beckham’s Bodywear range.
Viewers watching the broadcast via a Samsung smart TV will be able to use their remote controls to order the products modelled by the former
Using a system dubbed "t-commerce", developed by ad tech company Delivery Agent, a small pop-up menu will appear on screen allowing viewers to make a purchase. The interactivity will also appear to those watching the ad after the live broadcast.
H&M first signed up Beckham as an ambassador in 2011. Last year's campaign for its Spring 2013 range was directed by Guy Ritchie. The storyline followed the exploits of the recently-retired footballer after he was locked out of his house wearing only his underwear.
Brands such as Unilever-owned Axe, Audi, Bud Light, Chevrolet, Coca-Cola and Mars have invested an estimated $4m for a 30-second TV ad during the Super Bowl on 2 February.