The commercial features Beckham losing his bathrobe in the door of a car as he sends his kids on their way to school, which leads him on a Ferris Bueller-style chase of the car through Beverly Hills.
The video was directed by Guy Ritchie and features the collaboration of award winning creative director Marc Atlan of ―Marc Atlan Design, Inc. The highly anticipated and provocative new commercial debuted worldwide across multiple platforms on February 6th.
Marc Atlan Design — in a close collaboration with H&M’s Creative Director & David Beckham’s team — developed the concept, design and execution of the Spring 2013 TV Commercial that was shot on location in Los Angeles. This included writing the original script, designing the campaign, and proposing to work with acclaimed film director Guy Ritchie.
Atlan originated the idea of teaming up soccer star & fashion icon David Beckham with H&M back in March 2011. Since the project’s inception, Marc has partnered with this high-octane team to generate the look and feel of every creative detail including the billboards, packagings, shopping bags and collection catalogue.
"I’m so grateful to H&M, David Beckham, his team & Guy Ritchie for granting me the creative freedom to conceptualize a sexy yet sophisticated international ad campaign," said Atlan in a press release. "I can’t think of a better way to celebrate 25 successful years in the creative industry than with the worldwide launch of this short movie directed by Guy Ritchie."
The new commercial can be viewed at Atlan's website.