First-time Super Bowl advertisers try to stand out

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Updated: February 21, 2012 8:31AM

Here’s one way for a first-time Super Bowl advertiser to try to attract attention: Show soccer hunk David Beckham in his underwear.

That’s what apparel retailer H&M plans for Super Bowl Sunday, when it rolls out Beckham’s line of body wear. H&M will be joined on Feb. 5 by at least four other advertisers in the game for the first time: Dannon, Century 21, Lexus and Acura.

A Super Bowl debut is a rite of passage that has built — or broken — many a marketer. This year will be no exception. But the key requirement for a Super Bowl newbie may be this: guts.

“We’ve got everything we need to make this ad a success,” says Steve Lubomski, North American marketing director for H&M. “We’ve got a global sports icon. The biggest stage in the world. And an amazing product.”

That product, David Beckham Body Wear Collection for H&M, starts at $12.95 for a pair of briefs.

And Lubomski insists he’s not nervous.

But it’s nerve-wracking for first timers, because there’s is no larger stage than the Super Bowl, which could have more than 110 million TV viewers, plus a social-media audience that will amplify the buzz — or criticism — for weeks.

Other first timers:

Dannon: The yogurt maker says it’s trying to improve Americans’ snacking habits. And what better stage than the Super Bowl, when snacking is often at its worst? “Now is time for us to step up our game to change that behavior,” said Sergio Fuster, head of marketing.

Century 21: Advertising on the Super Bowl, “sends a clear signal that now is the time to look into the possibilities of home ownership,” said Bev Thorne, chief marketing officer.

Acura: Acura has given no details, but said last week that it will air its first Super Bowl spot.

Lexus: “2012 is a big year for Lexus; we wanted to kick it off in a big way,” said Brian Smith, vice president of marketing.