Wear That Feeling with Pete Davidson

Searching for a leading male in the celebrity world

To build confidence in its male consumer, changing the way they feel about clothes and their own individual style, H&M Men wanted to secure a confident lead male to be the face of its ‘Wear the Feeling’ Spring/Summer 2022 campaign. H&M used the services of ITB Worldwide to cast and procure this lead talent from the celebrity world of entertainment and culture.

Comedian, actor and second most Googled person of 2021

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). ITB Worldwide 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.

The everyman

For H&M, Pete was the celebrity ITB Worldwide 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.’ The Dentist saw Pete feeling mega confident in his favourite suit as he dressed up for his dentist appointment while he jokingly sparred with the dentist on why he looked so fresh for an everyday appointment.

Secondly, filmed in downtown LA, Pete was seen in his more usual get up, rocking some purple tracksuit bottoms with a flary orange shirt in a traditional comfortable streetwear look for Pete. He was complimented by an unlikely character as a hidden parrot proceeded to confuse Pete and his friend from a car alongside.