BrandArena: H&M Releases New Ad Campaign For Modern Essentials

Wednesday 30 September 2015

H&M Releases New Ad Campaign For Modern Essentials

Clothing retailer H&M has released a new ad campaign for Modern Essentials, a fall line that has been handpicked by global style icon, David Beckham.

The full version of its short fashion film featured David Beckham and superstar comedian Kevin Hart. In the campaign film, Hart plays a method actor preparing to take on the role of Beckham in an upcoming – and unfortunately fictional – film about the former soccer pro.

Directed by Fredrik Bond, founder of Sonny London, for Adam&Eve/DDB, it's a stylish and funny piece of filmmaking as Hart spends time trying to method-research Beckham for a biopic while making a nuisance of himself in his New York apartment.

“I love to do something different with my campaigns with H&M. It gives me the chance to do something completely unexpected, and to break out of my comfort zone. We've done action scenes and big budget productions before, but I've never worked with a talented comedian before with H&M. Kevin was my number one choice, and I can't wait for everyone to see the result,” David Beckham tells H&M Life.

Beckham is one of soccer's all-time biggest icons, known for his fashion sense and celebrity on and off the field.

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