The Swedish fashion retailer has tapped English film director Guy Ritchie to direct the H&M Spring 2013 Short Film. Created to celebrate the launch of the updated David Beckham Bodywear for H&M collection, it stars David Beckham himself. Showing off his athleticism in a hilarious way, the film revolves around Beckham losing articles of clothing as he attempts to rescue his bathrobe after it got caught in his family's car.
Essentially, the H&M Spring 2013 Short Film captures Beckham as he runs nearly nude through the streets of Los Angeles. Aside from featuring gratuitous shots of his body, which both men and women will appreciate, the film takes a playful turn with hints of wedgies and more. Not to mention that the quality of the film is gorgeous with tons of cinematic imagery.
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The H&M Spring 2013 Short Film by Guy Ritchie Stars David Beckham
Trend Themes
1. Athletic Endorsements in Fashion Advertising - This trend highlights disruptive innovation opportunities for athletic apparel companies to use famed athletes as brand endorsers and leverage their athleticism in creative, humorous ways to entice customers.
2. Cinematic Underwear Ads - This trend presents disruptive innovation opportunities for fashion companies to make artistic, visually stunning ads for their undergarment lines to stand out in crowded markets while highlighting their product features.
3. Body Positivity in Fashion Marketing - This trend showcases the disruptive innovation potential for fashion companies to promote body positivity by featuring diverse, inclusive models and celebrating various body types in their advertising.
Industry Implications
1. Fashion - Fashion companies have the potential to disrupt their industry by incorporating cinematic elements into their advertising strategies and featuring athletic endorsers, making their products wearable and desirable to a wider range of consumers.
2. Athletic Apparel - Athletic apparel companies have the potential to disrupt their industry by making humorous, playful ads featuring renowned athletes as endorsers, showcasing their products in a unique way and increasing brand recognition.
3. Advertising - Advertising companies have the potential to disrupt their industry by creating visually stunning, artistic ads for fashion and athletic apparel companies, highlighting their products in a unique and captivating way to stand out from the competition.