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H&M “Take the Lead” 2019

H&M “Take the Lead” (2019) is a H&M commercial directed by Gustav Johansen for adam&eve\TBWA, produced by Iconoclast. It won 3 awards, including Clio 2019 Bronze — Film Technique (Editing) / Editing, Kinsale Sharks 2018 Bronze Film Craft (International) - Editing and AICP Post 2019 Winner Fashion / Beauty.

A diverse group of people, led by Winona Ryder, dance through a vibrant city, transforming from a dimly lit club to sun-drenched streets, celebrating freedom and self-expression.

Video: Cut+Run on Vimeo

Shot by shot

  1. A woman with dark hair and a black dress adjusts her earring, looking away from the camera in a dimly lit, cluttered room.© H&M0:01
  2. A woman with long, wavy hair looks intently at a man, her face partially obscured by his shoulder, in a dimly lit, crowded room.© H&M0:10
  3. A man with a mustache holds a woman in a black dress as they dance in a room with a checkered floor.© H&M0:18
  4. Two women dance closely, one in a red top and the other with her back to the camera, while other people are visible in the background of a dimly lit room.© H&M0:25
  5. A woman in black pants and red high heels walks across a checkered floor, with another person's feet visible behind her.© H&M0:30
  6. Two women, one in a red dress and one in a floral dress, dance joyfully on a sunny street with buildings and trees in the background.© H&M0:33
  7. Two young women, one with curly dark hair and a floral top, the other with blonde hair and a white top, dance energetically outdoors under trees.© H&M0:38
  8. Two women dance closely, one with long dark hair in a white top, the other with short blonde hair and large yellow earrings, in an outdoor setting with other dancers.© H&M0:45
  9. A diverse group of young people, mostly women, dance joyfully in a street with colorful buildings and an overpass in the background.© H&M0:53
  10. Two women dance closely, one in a red jacket and the other with curly hair, surrounded by other dancers in a sunny, urban street.© H&M0:56
  11. A young woman with dark curly hair and a gingham top dances energetically in a sunny outdoor cafe area, surrounded by other people.© H&M1:00
  12. A woman's hands with dark nail polish clap together in a medium closeup shot, with a blurred background.© H&M1:04

Stills © H&M. Made by adam&eve\TBWA, Iconoclast and Gustav Johansen.

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

The idea

Dance your way to self-expression and freedom.

Tagline: “NOW IN STORES AND ONLINE”

transformation through dancediverse casturban explorationintergenerational interactionempowerment through movement

The cut

Length
78 s
Shots
69
Average shot
1.1 s

What creatives use H&M “Take the Lead” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of H&M “Take the Lead”? 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.

    A woman with dark hair and a black dress adjusts her earring, looking away from the camera in a dimly lit, cluttered room.© H&MA woman with long, wavy hair looks intently at a man, her face partially obscured by his shoulder, in a dimly lit, crowded room.© H&MA man with a mustache holds a woman in a black dress as they dance in a room with a checkered floor.© H&MTwo women dance closely, one in a red top and the other with her back to the camera, while other people are visible in the background of a dimly lit room.© H&M
    Frames from H&M “Take the Lead”

  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 “Take the Lead” in order, with its length, framing and what happens in it.

    A woman with dark hair and a black dress adjusts her earring, looking away from the camera in a dimly lit, cluttered room.© H&MA woman with long, wavy hair looks intently at a man, her face partially obscured by his shoulder, in a dimly lit, crowded room.© H&MA man with a mustache holds a woman in a black dress as they dance in a room with a checkered floor.© H&MTwo women dance closely, one in a red top and the other with her back to the camera, while other people are visible in the background of a dimly lit room.© H&MA woman in black pants and red high heels walks across a checkered floor, with another person's feet visible behind her.© H&MTwo women, one in a red dress and one in a floral dress, dance joyfully on a sunny street with buildings and trees in the background.© H&M
    Length: 78 s · Shots: 69 · Average shot: 1.1 s

  3. 03Ad ideas: every spot built on a diverse cast

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

    H&M “Take the Lead” is built on a diverse cast. Search the library by idea to see every spot that uses it.

    New Balance “Grey Days”© New BalanceFlybuys “Give a Flybuys”© FlybuysCoca-Cola “I Love You Hater”© Coca-ColaRuavieja “El tiempo que nos queda”© Ruavieja
    New Balance · Flybuys · Coca-Cola · Ruavieja

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 “Take the Lead” commercial?

Gustav Johansen directed it, produced by Iconoclast, for the agency adam&eve\TBWA.

Which agency made H&M “Take the Lead”?

adam&eve\TBWA created it for H&M (2019).

What awards did H&M “Take the Lead” win?

3 awards, including Clio 2019 Bronze — Film Technique (Editing) / Editing, Kinsale Sharks 2018 Bronze Film Craft (International) - Editing and AICP Post 2019 Winner Fashion / Beauty.

What is the tagline of H&M “Take the Lead”?

“NOW IN STORES AND ONLINE”

Sources for the credits and awards

aicpawards.comweb.archive.orgweb.archive.orgclios.comLBB