Guy Ritchie directs new campaign for David Beckham Bodywear at H&M (with video)
News release for H&M:
Film genius Guy Ritchie has directed a new campaign for David Beckham Bodywear at H&M with David cast as an action hero. “David is the perfect leading man,” says Guy Ritchie. “For me, this felt like more than a campaign – it was like directing a short film.” The tongue-in-cheek campaign, which debuts worldwide today, follows David being chased through his neighborhood streets of Beverly Hills clad only in his skimpy boxer briefs.“Working with Guy has been a fantastic experience,” says David. “I hope everyone has as much fun watching the film as I had making it.”The bodywear line offers a new range of colors that echo the action hero theme of the short, with dark navys, reds and utility greens. This ad is a Valentine’s gift in and of itself.