American owners of Samsung Smart TVs will be able to use their TV remotes to buy David Beckham's clothes during the Super Bowl. Clothing retailer H&M will run a 30-second commercial for the soccer star's Bodywear spring collection during FOX's telecast of Super Bowl XLVIII, in which viewers with compatible TVs will be able to purchase items through their television using a "t-commerce platform."

That platform is provided by Delivery Agent, a "market leader in turning TV viewers into revenue generating customers," and will be shown in action at CES this week. Delivery Agent's CEO Mike Fitzsimmons said that by making its Super Bowl XLVIII ad "actionable and directly measurable," the company and H&M would be "redefining the power and effectiveness of television advertising." But the scale of that redefinition is yet to be seen: although commercials broadcast during the Super Bowl are traditionally seen by a huge viewership, H&M's ad will only offer its interactive element to owners of internet-connected Samsung Smart TV models from 2012 and 2013.