We created a campaign opposition to the well-worn semiotics of fashion advertising, and tapped into the insight that our audience is influenced more by long form content and programming than traditional ‘advertising’. Following on from the launch episode “Becoming Becoming (2015), we created a short ‘mocumentary’ featuring David Beckham and US comedian Kevin Hart. The storyline for this episode followed on from the first, where we left Kevin auditioning for the role of David in a Beckham Biopic. Following the unlikely success of Kevin as David in a biopic of his like, we now follow Kevin and a reluctant David as they travel to Vegas to pitch Beckham: The Musical, starring Kevin Hart in the title role, of course.

The resulting execution was a 6-minute short ‘mocumentary’ starring David Beckham, featuring Kevin Hart.

We created a 30” trailer for the content, which broke online and on TV in 10 key markets, pushing consumers to watch the full 6-minute film online, available globally.

The film, shot by world-renowned director Frederik Bond, joins David & Kevin on a road trip to Vegas, where Kevin is ambitiously hoping to sell Beckham: The Musical to the Vegas moneymen.

After evaluating the type of content our audience were used to watching, we punctuated the mocumentary shooting style with some ambitious, unexpected and memorable moments with high production values.

Our media buy programmatically served short-form trailers and teasers based on our audiences online video viewing, ensuring we were serving up the film to consumers who were likely to watch and were in-target for the collection.

The first episode was held up by H&M as a new way of marketing fashion to a male audience, it was hugely successful commercially. The second episode was even more successful.

6-minute film was viewed over 25M times. 9M views were organic, 70% of the viewers watched the content to completion.

Viewers on YouTube shared the video onto other platforms 21,700 times (x12 more than the previous Modern Essentials campaign). It overtook the first episode as the most liked, most favourited, most shared and video with the highest view time of all H&M videos on YouTube. The video also has 33% points more male viewers than the H&M average.

It was picked up by key news organizations and media outlets: Complex, E! and Hollywood reporter and key social organisation such as LadBible and Joe.com.

Consumers and viewers called for a third episode, and even touted the possibility of a feature-film.