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H&M “Becoming Beckham” 2016

H&M “Becoming Beckham” (2016) is a H&M commercial directed by Fredrik Bond for adam&eve\TBWA, produced by Sonny. It won 12 awards, including British Arrows 2016 Best Over 90 Second Web-Based Film Gold, Cannes Lions 2016 Film Craft Bronze and LIA 2016 Silver — Production & Post-Production / Direction.

Kevin Hart moves in with David Beckham to research his role playing Beckham in a new movie, leading to hilarious and awkward situations.

Video: adam&eveDDB US on Vimeo

Shot by shot

  1. David Beckham, a male in his 40s, wearing a striped sweater and jeans, talks on a phone on a busy film set with crew and equipment.© H&M0:00
  2. A man with short blonde hair and a striped sweater talks on a phone, looking out a window at a city skyline, with the H&M logo superimposed.© H&M0:01
  3. David Beckham, a male in his 40s, wearing a red plaid shirt and jeans, poses for a photoshoot in a bright studio, while Kevin Hart, a male in his 40s, also in a red plaid shirt, walks into the frame.© H&M0:04
  4. A female photographer shoots David Beckham and Kevin Hart, both wearing matching navy outfits, posing with crossed arms in a bright studio.© H&M0:09
  5. David Beckham and Kevin Hart stand side-by-side in matching outfits, posing for a photoshoot in a studio, while a photographer takes their picture.© H&M0:11
  6. Kevin Hart and David Beckham take an ice bath on a rooftop deck, with Kevin Hart struggling to get into the cold water.© H&M0:14
  7. Two men in black robes, one with a toothbrush, stand in a bathroom, looking at each other and their reflections in the mirror.© H&M0:16
  8. David Beckham, a male in his 40s, wearing a striped sweater, looks down then turns to look at the camera in a studio.© H&M0:19
  9. David Beckham, wearing a striped sweater and jeans, stands with arms crossed in a studio while crew members adjust lighting equipment around him.© H&M0:21
  10. Kevin Hart, dressed in a blue robe and white pants, sits in an armchair, gesturing while talking to David Beckham, who is reading a newspaper in a cozy living room.© H&M0:23
  11. David Beckham, a man with a beard, sits on a couch holding a newspaper in a rustic living room.© H&M0:25
  12. Kevin Hart, dressed in a blue robe and white pants, sits in a brown leather chair, looking at a man reading a newspaper in a well-lit living room.© H&M0:26

Stills © H&M. Made by adam&eve\TBWA, Sonny and Fredrik Bond.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Kevin Hart's method acting and David Beckham's exasperation create comedic tension.

Tagline: “See full video at HM.com”

fish out of waterodd couplecelebrity cameometa-narrativeunwanted houseguest

The cut

Length
30 s
Shots
18
Average shot
1.7 s

What creatives use H&M “Becoming Beckham” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of H&M “Becoming Beckham”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    David Beckham, a male in his 40s, wearing a striped sweater and jeans, talks on a phone on a busy film set with crew and equipment.© H&MDavid Beckham, a male in his 40s, wearing a red plaid shirt and jeans, poses for a photoshoot in a bright studio, while Kevin Hart, a male in his 40s, also in a red plaid shirt, walks into the frame.© H&MA female photographer shoots David Beckham and Kevin Hart, both wearing matching navy outfits, posing with crossed arms in a bright studio.© H&MDavid Beckham and Kevin Hart stand side-by-side in matching outfits, posing for a photoshoot in a studio, while a photographer takes their picture.© H&M
    Frames from H&M “Becoming Beckham”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of H&M “Becoming Beckham” in order, with its length, framing and what happens in it.

    David Beckham, a male in his 40s, wearing a striped sweater and jeans, talks on a phone on a busy film set with crew and equipment.© H&MDavid Beckham, a male in his 40s, wearing a red plaid shirt and jeans, poses for a photoshoot in a bright studio, while Kevin Hart, a male in his 40s, also in a red plaid shirt, walks into the frame.© H&MA female photographer shoots David Beckham and Kevin Hart, both wearing matching navy outfits, posing with crossed arms in a bright studio.© H&MDavid Beckham and Kevin Hart stand side-by-side in matching outfits, posing for a photoshoot in a studio, while a photographer takes their picture.© H&MKevin Hart and David Beckham take an ice bath on a rooftop deck, with Kevin Hart struggling to get into the cold water.© H&MTwo men in black robes, one with a toothbrush, stand in a bathroom, looking at each other and their reflections in the mirror.© H&M
    Length: 30 s · Shots: 18 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a fish out of water

    Before you present an idea, you need to know who has done it, and how.

    H&M “Becoming Beckham” is built on a fish out of water. Search the library by idea to see every spot that uses it.

    Cupnoodle “Globalization”© CupnoodlePaul Wellstone for Senate “Looking for Rudy”© Paul Wellstone for SenateWaitrose “The Gastronaut”© WaitroseNetflix “Discover Your Future”© Netflix
    Cupnoodle · Paul Wellstone for Senate · Waitrose · Netflix

More commercials by Fredrik Bond

  • Mastercard "Spotlight" (2023) commercial still© MastercardMastercard “Spotlight” 2023Dir. Fredrik Bond · McCannshots Awards Gold 2023
  • BT Sport "Take Them All On" (2018) commercial still© BT SportBT Sport “Take Them All On” 2018Dir. Fredrik Bond · AMV BBDOKinsale Sharks Gold 2018
  • Apple "Dive" (2016) commercial still© AppleApple “Dive” 2016Dir. Fredrik Bond · AppleCiclope Gold 2017
  • LG "World of Play" (2016) commercial still© LGLG “World of Play” 2016Dir. Fredrik Bond · Energy BBDOLondon International Awards Gold 2016
  • MoneySupermarket "Epic Strut" (2015) commercial still© MoneySupermarketMoneySupermarket “Epic Strut” 2015Dir. Fredrik Bond · MotherCreative Circle Gold 2015
  • Levi's "Just Don't Bore Them" (2015) commercial still© Levi'sLevi's “Just Don't Bore Them” 2015Dir. Fredrik Bond · FCBAICP Awards Winner 2015

More from adam&eve\TBWA

  • Harvey Nichols "Shoplifters" (2016) commercial still© Harvey NicholsHarvey Nichols “Shoplifters” 2016Dir. Layzell Bros · adam&eve\TBWACannes Lions Grand Prix 2016
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • John Lewis "Monty's Christmas" (2015) commercial still© John LewisJohn Lewis “Monty's Christmas” 2015Dir. Dougal Wilson · adam&eve\TBWACannes Lions Grand Prix 2015
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Puma "I Got High" (2026) commercial still© PumaPuma “I Got High” 2026Dir. Elliott Power · adam&eve\TBWACreative Circle Gold 2026
  • Calm "Missed Birthdays" (2025) commercial still© CalmCalm “Missed Birthdays” 2025adam&eve\TBWAANDY Awards Gold 2025

Award-winning fashion & luxury commercials

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Kenzo "Kenzo World" (2016) commercial still© KenzoKenzo “Kenzo World” 2016Dir. Spike JonzeEpica Grand Prix 2016
  • River Island "Lou Dalton" (2016) commercial still© River IslandRiver Island “Lou Dalton” 2016Dir. Fred RowsonCiclope Grand Prix 2016
  • Wren "First Kiss" (2014) commercial still© WrenWren “First Kiss” 2014Dir. Tatia Pilieva · Tatia PllevaClio Awards Grand Prix 2014
  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013

Questions

Who directed the H&M “Becoming Beckham” commercial?

Fredrik Bond directed it, produced by Sonny, for the agency adam&eve\TBWA.

Which agency made H&M “Becoming Beckham”?

adam&eve\TBWA created it for H&M (2016).

What awards did H&M “Becoming Beckham” win?

12 awards, including British Arrows 2016 Best Over 90 Second Web-Based Film Gold, British Arrows 2016 Gold — Best Over 90 Second Web-Based Film, British Arrows 2016 Fashion Gold and British Arrows 2016 Gold — Fashion.

What is the tagline of H&M “Becoming Beckham”?

“See full video at HM.com”

Sources for the credits and awards

britisharrows.comThe WorkThe Workwinners.epica-awards.comThe Workoneclub.orgoneclub.orgliaawards.comLBB