H&M’s bedtime story remixes Christmas with ‘Wisest Thingy’ Nicki Minaj, a black hole and evil Santa
Retailer H&M has again gone all in with its Christmas campaign, enlisting Jesse Williams and Nicki Minaj as caring parents to a restless young girl who cannot sleep. She instead demands a bedtime story.
H&M goes on a Christmas adventure in an alternative universe
The creative sees Williams' father character improvise a bedtime tale for his daughter. Very quickly it becomes surreal with the inclusion of black holes, parallel dimensions and an evil Father Christmas who steals presents.
The three-minute ad called ‘A Magical Holiday’ comes from Swedish agency Forsman & Bodenfors and also stars John Turturro as evil Santa (who is quickly rewritten as Santa’s evil brother after some disbelief from our young protagonist).
The daughter goes on a mission to teach kindness to the wretched Grinch-like Turturro, on her journey meeting Minaj’s ‘Wisest Thingy’ and Williams' ‘Fastest Fairy’.
"I love the film's over all empowering message. I love seeing this young girl become the champion that lives in all of us. There's always magic in the air during the Holidays," said Nicki Minaj.
Pernilla Wohlfahrt, head of design and creative director of H&M, added: "It's exciting to see our festive designs come to life together with such inspirational talents. They definitely added some extra magic to the film and we hope that our customers will love how the fashion is presented throughout the holiday season at H&M."
Directed by Johan Renck, the ad serves as a worthy and heart-warming follow up to the retailer’s Wes Anderson epic in 2016.
Vote for the ad below in The Drum's Creative Works.
