Dive Brief:

• The clothing retailer H&M is preparing a 30-second Super Bowl ad that will allow some Samsung TV owners to buy underwear directly through their televisions.
• Delivery Agent, an ad tech agency based out of New York, is handling the campaign, which will be pushing products from David Beckham's Bodywear line.
• The ad will provide a pop-up menu on certain smart TVs, providing a means to purchase without dropping the broadcast being played in the background.

Dive Insight:

Delivery Agent is expected to show of the platform it plans to use for this ad at this week's CES show in Las Vegas. This won't be the first time that someone has attempted to inspire interactivity through a Super Bowl ad, but if H&M manages to move much product with its new experiment, the venture could breathe new life into TV ads and inspire more retailers to follow suit.