H&M - "The Dentist"

B-Reel Stockholm, Sweden

10136

Brand: H&M
Country: Sweden

Advertiser: H&M

Title	The Dentist
Agency	B-Reel
Campaign	Wear that feeling
Advertiser	H&M
Brand	H&M
Date of First Broadcast/Publication	2022 / 4
Business Sector	Men's Clothing
Philosophy	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.
Media Type	Television
Length	30 seconds
Production Company	Anonymous Content
Editing Company	Final Cut
Project Lead	Jenny Näslund
Production Manager	Jonathan Johansson
Production Manager	Sara Petrini
Actor / Celebrity	Pete Davidson
Art Buyer	Fanny Karlström
Art Buyer	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 Team	Anna Hellden
Creative Team	Patrik Andersson
Copywriter	Lotta Glimstedt
Fashion Coordinator	Jessica Bjurström
Retouch Specialist	Per Gysing
Executive Creative Director	Zack McDonald
Creative Director	Afshin Moeini
Creative Director	Christian Poppius
Strategist	Thomas Eon
Brand Director	Caroline Deas-Ehrnvall
Brand Manager	Hannah Håål
Design Director	Gustav Stockman
Designer	Lisa Nyberg
Executive Producer	Tor Fitzwilliams
Producer	Laura Miller
Director of Photography (DOP)	Oliver Miller
Director of Photography (DOP)	Evan Prosofsky
Production Designer	Mark Snelgrove
Wardrobe / Stylist	Ellie Grace Cummings
Wardrobe / Stylist	Thom Murray
Editor	Amanda Jensen
Mix	Andreas Andersson
Mix Company	Ponytail Sound
Senior VFX Artist	Olle Black
VFX Company	Tint Post
VFX Account Manager	Robeson Jackson
Stills	Mammateam
Stills Photographer	Quentin De Briey