Creative Creative Works H&M

Pete Davidson fronts H&M’s campaign for the everyman


By Jennifer Faull, Deputy Editor

April 29, 2022 | 2 min read

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.


Pete Davidson fronts H&M’s ad campaign

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.

Oskar Spångberg, the global head of marketing and communication at 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.”

The campaign was developed by B-Reel Stockholm and will air globally on TV, online video, social media and in-store.

H&M: Wear That Feeling by B-Reel Stockholm

By H&M

Overall Rating 4/5

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