Creative agency B-Reel was enlisted to bring the ‘Wear the Feeling’ campaign to life through comedic yet stylistic creatives, in two ads that were to run across TV, social, online and digital out-of-home (DOOH). R&CPMK used this fun and confident narrative to engage with 2021’s second most Googled person, in former SNL comedian and actor, Pete Davidson.
This 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, Pete was the celebrity R&CPMK felt could represent ‘the everyman’, appealing to its existing target audience while also piquing interest from new consumers.
Pete was shot in two differing styles in the two ads: ‘The Dentist’ & ‘The Encounter.’ Both short films went viral with funny man, Pete Davidson and the newly launched campaign being mentioned in top tier press nationwide.
