H&M wins over the everyman by turning Pete Davidson into a fashion icon 

Maggie Hanson Ads, All News, Creativity

H&M has launched a global brand campaign for their menswear line to help men around the world embrace their own style and be confident in every moment. The campaign “Wear that feeling”, stars SNL comedian and actor Pete Davidson.

“Wear that feeling” perfectly captures the fresh energy in global men’s fashion which is all about freedom of expression and self-confidence in every single moment. The campaign films see Pete placed in those everyday situations which ultimately offer a comedic scenario for the star and puts his H&M outfit in the centre of attention. Pete Davidson’s own bold personal style completely embodies what H&M Man stands for, being confident and unafraid to be your authentic self, no matter what life throws at you, or the situation you are in.

The new campaign, made in collaboration with creative agency B-Reel, is rooted in two simple insights. Firstly men relate to how clothes make them feel: when you throw on that perfect new jacket or crisp t-shirt, something changes, you feel confident and in control. You feel good. Secondly, the majority of men do not relate to “fashion” and as opposed to seeking inspiration through fashion films or runway shows, they gain inspiration by watching the things they love; movies, music videos and comedy. That’s where Pete Davidson comes in, connecting with H&M Man’s existing target audience while also piquing interest from new consumers, through pure fun entertainment and humour.

The campaign is not tied to a seasonal collection, instead seeks to increase H&M’s market share of the male market, ensuring that more men see it as their first fashion destination overall.

On the launch of the campaign, Oskar Spångberg, Global Head of Marketing & Communication H&M Man said, 

“We are thrilled to be teaming up with Pete Davidson for this H&M Man campaign. Pete’s wit and bold personal style embodies what H&M Man stands for – that everyone should be able to feel confident in their personal style” 

Afshin Moeini & Christian Poppius, Creative Directors at B-Reel, Stockholm added,

“Clothes don’t just make the man, they make the man feel. Throwing on your favourite jacket or sneakers is the quickest way to give yourself a confidence boost. That’s what ‘Wear that feeling’ is all about.”

The campaign films will air globally on TV, online video, social media and instore from 28 April 2022.

Credits

Client: H&M 

  • Project Lead Jenny Näslund
  • Production Manager Jonathan Johansson & Sara Petrini
  • Art Buyer Fanny Karlström & Lina Sköldebrand
  • Creative Lead Gustav Carpner
  • PR Lead Jennifer Johnson 
  • PR Coordinator Maria Strandberg
  • Agency Producer  Camilla Geijer
  • Media Lead David Venetiou
  • Insight Lead Caroline Georgsson
  • Creative Anna Hellden & Patrik Andersson
  • Copywriter  Lotta Glimstedt
  • Fashion Coordinator Jessica Bjurström
  • Retouch Specialist Per Gysing

Agency: B-Reel Stockholm 

  • Executive Creative Director Zack McDonald
  • Creative Director Afshin Moeini & Christian Poppius
  • Strategist Thomas Eon
  • Brand Director Caroline Deas-Ehrnvall
  • Brand Manager Hannah Håål
  • Design Director Gustav Stockman
  • Designer Lisa Nyberg 

Production company Film Anonymous Content

  • Director Tim Godsall
  • Executive Producer Tor Fitzwilliams 
  • Producer Laura Miller 
  • Editor
  • Director of Photography Oliver Miller / Evan Prosofsky
  • Production Designer Mark Snelgrove
  • Stylist Ellie Grace Cummings / Thom Murray
  • Editor Amanda Jensen, Final Cut
  • Sound Mix Andreas Andersson, Ponytail Sound
  • Senior VFX Artist Olle Black, Tint
  • Account Manager Robeson Jackson, Tint
  • Production company Stills Mamma Team 
  • Photographer Quentin de Briey