On Monday, September 26th, David Beckham will launch the new H&M Modern Essentials campaign with shoppers and fans alike, in the Los Angeles area.


The new ad, directed by Fredrik Bond who helmed the previous two David Beckham commercials, features David and world-renowned actor and comedian Kevin Hart on a road trip from Los Angeles to Las Vegas. In the previous campaign, Kevin was preparing to play the role of David in a feature film.

The new campaign revisits Kevin’s attempts to star as David, but this time with a twist, in I, Beckham: The Musical. The full commercial launches on hm.com September 26.
“I loved shooting the first campaign with Kevin for H&M so much that 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,” says David 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,” says Kevin Hart.

The campaign will be brought to life with an immersive shop-in-shop at H&M’s Fig At 7th location, 735 S. Figueroa St, Los Angeles, CA 90017.

The first 150 people in line will be given the opportunity to meet and greet with David Beckham! Any additional customer’s in line beyond those first 150 will equally be given the opportunity to meet David Beckham with a golden ticket giveaway.
Customers are invited to the exclusive premier of the film, a special shopping experience, complete with discounts, interactive activities like a Modern Essentials photo booth and a Broadway stage for the meet and greet. The event is scheduled to begin at 4:30PM, but customers and fans are encouraged to line up early for this once in a lifetime opportunity.


Don’t live in the Los Angeles area? Don’t worry because H&M hasgot you covered! H&M will also be hosting a social media contest. Customers can submit photos inspired by David’s style, using the hashtag #SelectedbyBeckham. Two winners and their guests will be flown in for the event! Find more details here.


The autumn/winter 2016 Modern Essentials selected by David Beckham collection will be available in every H&M store that carries menswear, as well as online, from September 29.

Watch the trailor for :  I, Beckham: The Musical here

See the full Modern Essentials selected by David Beckham collection here




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