This week H&M announced that it will air its first-ever Super Bowl ad.
H&M will use the time to support the global launch of its David Beckham Bodywear Collection, which will be in stores in early February.
Although Super Bowl advertising is still largely a U.S. phenomenon, the Super Bowl is clearly becoming a global event.
Football, in general, is much bigger in the U.S. than in other countries. Similarly, when it comes to Super Bowl ads, game night advertising historically isn’t as big a deal to viewers outside the States. In part, international advertisers don’t treat the Super Bowl as a big deal, so the hype overseas may not reach the same heights when compared to American viewers.
Nevertheless, the fact remains that the Super Bowl is the biggest single marketing event in the world. I suspect it isn’t a coincidence that H&M scheduled its big product launch to perfectly align with the timing of the Super Bowl. This may be a signal that the Super Bowl is starting to shape the global marketing industry.
Also, I suspect that as time goes on, more marketers will focus on global product launches, and this dynamic will make the Super Bowl even more valuable for global brands. H&M is just the beginning.