Clothes and accessories retailer H&M’s Super Bowl 2014 ad will debut a brand new format for TV advertising. Set to run on the Fox network, the commercial will allow certain viewers to buy the featured products directly via their TV remote controls. If you have a 2012 or 2013 Samsung Smart TV connected to the Delivery Agent e-commerce platform, then you’ll be one of the lucky consumers able to purchase a pair of David Beckham’s briefs from his H&M Bodywear spring 2014 collection.

H&M will run the 30-second spot during the second quarter of Super Bowl XLVIII. Eligible viewers can choose to purchase via a pop-up menu while the ad continues to run on the main screen. Viewers can still access the ad and its features via rewind on their DVRs.

As well as Samsung, Delivery Agent also has partnerships with Fox, NBC, Fox, HBO, CBS, HBO, Comcast, Cablevision, AT&T and Verizon.┬áDelivery agent has previously worked with broadcast networks to allow viewers to buy products from shows like” Fox’s “Glee” and HBO’s “Game of Thrones.”

Super Bowl XLVIII airs on February 2nd.