In preparation for the October 1 launch of the continuing H&M Modern Essentials Selected by David Beckham clothing line, the global style and retired soccer icon has teamed up with funnyman Kevin Hart for a hilarious advertisement campaign that sees Hart studying Beckham’s daily life closely in order to channel the footballer in an upcoming (fictional) feature film: I, Beckham.
The two have worked together previously and maintain a professional respect for each other’s work, but never with such a hilarious and exciting result. The video displays the two A-lister’s fun-loving personalities, while also making sure to flash the new H&M gear and to invigorate the viewer toward discovering more about Beckham’s vision. All while making some solid jokes at Hart’s expense.
The pieces in the fall line were hand-curated by Beckham himself, and the entire wardrobe will be available via stores and the web early next month. Designed to be elegant and timeless with some bold 2015 updates, apparel under the Modern Essentials umbrella include: fitted coats, leisurely loungewear, and understated business attire.
The line is sure to build buzz with the soccer legend acting alongside the red-hot comedian, and most importantly, the video is truly a humorous and original concept. With the I, Beckham plug, the clothier is savvy to feature these two as an unlikely duo, with their distinct personalities speaking to the modernity of their style concepts that stay true to a foundation of excellent craftsmanship. Whether the movie’s real or not, I, Beckham and the Modern Essentials line are game-winners like a Beckham cross or Hart punchline.
Hit up H&M’s Life page to view more of the funny faux-film collaboration, and to get a first glance at Beckham’s latest work .