H&M launches Adam & Eve/DDB's Beckham campaign

The soccer star is emulated by Kevin Hart in the ad by Adam & Eve/DDB,

H&M has released its first ad created by Adam & Eve/DDB, a trailer for a longer film featuring David Beckham and comedian Kevin Hart.

In the 30-second ad, Beckham receives a phone call from his agent who tells him that Hart wants to come to stay with him to prepare for the part of Beckham in "I Beckham," a fictional movie about the former soccer star's life.

A longer version of the film will launch online on Sept. 28 September. The global campaign will extend to TV and cinema on Sept. 30 and will be supported by print and outdoor.

The campaign promotes the Modern Essentials 2015 collection, a range of clothes chosen by Beckham as part of his long-term relationship with H&M.

Beckham said: "Kevin Hart is one of the funniest, smartest guys around. I love to do the unexpected for my H&M campaigns. I hope everyone enjoys watching it as much as I did making it."

In advance of the ad launching, Beckham and Hart shared pictures of themselves wearing the same clothes and standing or sitting in the same pose on social media to create a buzz around the campaign.

Campaign revealed Adam & Eve/DDB was working on a campaign for H&M starring Beckham last month.

This article first appeared on campaignlive.co.uk.

Subscribe today for just $89 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free