Campaign Spotlight

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

STOCKHOLM, SWEDEN – 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 humor.

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 April 28, 2022.


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

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


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