MODERN BROMANCE: H&M on Thursday released a teaser for the new campaign for its men’s line, Modern Essentials selected by David Beckham, which reunites the British soccer player with comedian Kevin Hart.
The 30-second clip shows the duo hitting the road in a tour bus headed from Los Angeles to Las Vegas, where they plan to meet financiers to pitch “I, Beckham: The Musical” with Hart playing the role of the retired Manchester United player.
In their first campaign together, released last year, Hart was shown shadowing the footballer and style icon as he prepared for his leading role in a fictional film titled “I, Beckham.”
“I loved shooting the first campaign with Kevin for H&M so much, we just had to do a sequel. This time we’ve pushed the story even further. I hope everyone likes it, we certainly enjoyed filming it,” said Beckham.
“It’s great to have the opportunity once more to show the world what everyone really knows, that I am the true inspiration for David Beckham’s style. He copies everything from me,” added Hart.
In both campaigns, the two men wear the same outfit made up of items from the collection. “David and Kevin look so sharp in the campaign. Modern Essentials is a collection for men to have great personal style no matter where they find themselves,” says Andreas Löwenstam, H&M head of design for men’s wear.
The full commercial, directed by Fredrik Bond, is to be unveiled on Sept. 26 on hm.com, ahead of the launch of the designs in stores on Sept. 29.
Both men shared a picture from the set in May. “Back together again ❤️❤️ … @hm @kevinhart4real #selectedbybeckham #ontheroad,” captioned Backham. “We’re back people…. Me & @davidbeckham are about to shake up the world again!!!! #OnTheRoad #selectedbybeckham @hm,” wrote Hart.
Beckham first joined forces with H&M in 2011 for the launch of his Bodywear line for men. Since 2015, he has curated his favorite men’s wear pieces from the retailer’s Modern Essentials collection.