David Beckham will wear underwear for H&M in the Super Bowl. Four others are in the game for the first time: Dannon, Century 21, Lexus and Acura. The David Beckham Body Wear Collection for H&M, starts at $12.95 for a pair of briefs. Dannon 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," says Sergio Fuster, head of marketing. Century 21 is saying now is the time to look into the possibilities of homeownership.