H&M challenged us to generate interest and buzz around the Autumn/Winter Modern Essentials Collection selected by David Beckham. We needed to show an unexpected side of David that would make our global male audience (18-30) sit up and take notice. As the Modern Essentials is a collection that David would wear in his day-to-day life, we wanted to show our audience that this collection was perfect their everyday life too.

Kevin Hart comes to live with David Beckham for a week, all in the name of ‘research’ as he prepares to audition for the lead role in an upcoming movie biopic of David’s life. Needless to say, Kevin finds being as effortlessly cool as David isn’t quite so easy. However, thanks to David’s Modern Essential Clothing Collection from H&M, Kevin can at least still really look the part. After all, it’s all about getting the essentials right.

The resulting execution was a 7-minute short ‘mocumentary’ starring David Beckham, featuring Kevin Hart.

We created a 30” trailer for the content, which broke online and on TV in 10 key markets, pushing consumers to watch the full 7 minute film online, available globally.

The film, shot by world-renowned director Frederik Bond, shows David hosting Kevin Hart, who is spending time with David to research the title role in “I, Beckham”, the movie.

The genre is one that David isn’t known for and as a result shows a side of Beckham that the world rarely gets to see.