H&M is releasing a push starring David Beckham and Kevin Hart to support the debut of its autumn/winter Modern Essentials collection.
H&M is set to roll out its Modern Essentials campaign in partnership with David Beckham on 26 September 2016 to engage with shoppers and fans in the Los Angeles area. Directed by Fredrik Bond, the spot stars the football icon alongside Hollywood actor and funny-man, Kevin Hart.
The commercial depicts a road trip from the aforementioned Californian city to Las Vegas. In the previous advertising push featuring the pair, Hart played the role of Beckham in a feature film. The new ad—I, Beckham: The Musical—revisits the attempt by the comic, but with a twist.
Slated to launch across the brand’s website, the effort will be brought to life with an immersive shop-in-shop at the retailer’s LA-based Fig At 7th location on S. Figueroa Street. The first 150 people in line will be afforded a meet-and-greet opportunity with the legendary athlete himself.
Patrons beyond the first 150 will stand to meet Beckham with a golden ticket giveaway, and be invited to the exclusive premiere of the film. A shopping experience is attached to the package, complete with discounts and other interactive activities such as an H&M Modern Essential photo booth.
A social media contest will launch for fans to submit photos inspired by Beckham’s style using the hashtag #SelectedbyBeckham. Two winners and their guests will be flown in for the event. The autumn/winter collection will be available in every H&M store carrying menswear from 29 September.
