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Client: H&M
Date: May 2022
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SNL comedian Pete Davidson has been tapped by H&M for a new campaign targeting ‘the everyman’ as the retail giant looks to gain a stronger foothold in the male fashion market.

Running globally, the ‘Wear That Feeling’ ads see Davidson in a series of everyday situations, like going to the dentist, where his outfit quickly becomes the center of attention.

H&M said the work is rooted in two simple insights – firstly, that men relate to how clothes make them feel, and secondly, that the majority of men do not relate to ‘fashion‘ and instead gain inspiration from the movies, music videos and comedy they watch rather than from magazines or runway shows.

For H&M, Davidson was the celeb that could represent ‘the everyman’, appealing to its existing target audience while also piquing interest from new consumers.