Pete Davidson puts a twist on the fashion muse in H&M's menswear campaign

The 'SNL' comedian blends style with humor (and makes a visit to the dentist)

Published On
Apr 28, 2022

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"Saturday Night Live" star and celebrity boyfriend Pete Davidson is the star of a new campaign from H&M promoting its menswear collection.

The aim of the campaign, taglined "Wear That Feeling," is to "help men around the world embrace their own style and be confident in every moment," as noted in a brand statement. Davidson helps it achieve this in a pair of films that see him in everyday situations but looking effortlessly stylish and giving the script a dose of his own quirky humor. 

In one spot, we walking down the street and being complimented by a parrot, while in another, he pokes fun at his famously crooked teeth with a trip to the dentist while wearing an H&M suit. The spots were made in collaboration with creative agency B-Reel and directed by Tim Godsall of Anonymous Content.

According to H&M, the new campaign is rooted in two simple insights. Firstly, men relate to how clothes make them feel: for example a new suit can help them feel confident and in control. Secondly, the majority of men do not relate to “fashion," so opposed to seeking inspiration through fashion films or runway shows, they gain inspiration by watching the things they love; movies, music videos and comedy. That’s where Pete Davidson comes in, connecting with H&M Man’s existing target audience while also piquing interest from new consumers.

"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," said Oskar Spångberg, global head of marketing & communication at H&M Man, in a statement.

“Clothes don’t just make the man, they make the man feel," added Afshin Moeini and Christian Poppius, creative directors at B-Reel Stockholm, in a joint statement. "Throwing on your favorite jacket or sneakers is the quickest way to give yourself a confidence boost. That’s what ‘Wear That Feeling’ is all about.”

The campaign films will air globally on TV, online video, social media and in-store from today.



Apr 28, 2022
Client :
Agency :
B-Reel, Stockholm
Project Lead :
Jenny Näslund
Production Manager :
Jonathan Johansson
Production Manager :
Sara Petrini
Art Buyer :
Fanny Karlström
Art Buyer :
Lina Sköldebrand
Creative Lead :
Gustav Carpner
PR Lead :
Jennifer Johnson
PR Coordinator :
Maria Strandberg
Agency Producer :
Camilla Geijer
Media Lead :
David Venetiou
Insight Lead :
Caroline Georgsson
Creative :
Anna Hellden
Creative :
Patrik Andersson
Copywriter :
Lotta Glimstedt
Fashion Coordinator :
Jessica Bjurström
Retouch Specialist :
Per Gysing
Agency :
B-Reel, Stockholm
Executive Creative Director :
Zack McDonald
Creative Director :
Afshin Moeini
Creative Director :
Christian Poppius
Strategist :
Thomas Eon
Brand Director :
Caroline Deas-Ehrnvall
Brand Manager :
Hannah Håål
Design Director :
Gustav Stockman
Designer :
Lisa Nyberg
Production Company Film :
Anonymous Content
Director :
Tim Godsall
Executive Producer :
Tor Fitzwilliams
Producer :
Laura Miller
Director of Photography :
Oliver Miller
Director of Photography :
Evan Prosofsky
Production Designer :
Mark Snelgrove
Stylist :
Ellie Grace Cummings
Stylist :
Thom Murray
Editor :
Amanda Jensen
Editor :
Final Cut
Sound Mix :
Andreas Andersson
Sound Mix :
Ponytail Sounds
Senior VFX Artist :
Olle Black
Senior VFX Artist :
Account Manager :
Robeson Jackson
Account Manager :
Production Company Stills :
Mamma Team
Photographer :
Quentin de Briey

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