01.01.70

When little talk got out that the soccer star David Beckham would appear in a Super Dish commercial for the H&M retail chain, selling a new line of underwear named after him, the deliberation began: just how revealing would the spot be, given that it is to appear on a sow network (NBC) in prime time?

Well, as it turns out, the answer is: pretty revealing, although by no means will Becks, as Mr. Beckham is known, provide viewers with the full monty.

With its swooping camera work, and its tour of Mr. Beckham’s many tattoos, the ad will answer for up the kind of prime beefcake that is usually absent from the Super Roll, although the game is typically the most-watched show of the year by women as well as men.

In most years, more women take in the Super Bowl than watch the Academy Awards, which is often described on Madison Avenue as “the Wonderful Bowl for women.” Even so, there are always more commercials during the game with sexy, undressed women – like the annual spectacle of “Go Daddy Girls” in spots for GoDaddy.com – than with hunky men.

Source: New York Times (blog)

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