“Most of us are familiar with David’s innate sense of style and design, however it was his acute eye for cinematic storytelling that struck me during the filming of this campaign. He doesn’t make H&M clothing look good, he makes it look great,” director, Marc Forster, commented.

In fact, the short film or branded content, is all about the story. It’s more short film than branded content. To date, “David’s innate sense of style and design” has been demonstrated mostly in the tatts on his near naked body in H&M ads. This time, it’s not.

Does H&M branded content work if women don’t salivate over a bare-bodied Beckham? In the ad, there’s one leather jacket, a t-shirt and a so yesterday glimpse of Beckham’s undies peeking over his pants.

Beckham may have stated, “I am thrilled to continue and extend my collaboration with H&M by selecting my favourite pieces from this spring’s Modern Essentials collection. Each piece is a new wardrobe classic that will update every man’s spring wardrobe with great style. Marc Forster is one of my favourite directors.” Or it was written by his publicity person. It’s not exactly enlightening.

If men buy H&M because Beckham is ‘cool’, the film will work.

Marc Foster also directed Monster’s Ball and Quantum Of Solace. The production company is Tool. The agency is Strange Cargo. The music is The Heavy’s What Makes a Good Man.

The ad “promotes” Beckham’s Modern Essentials Selected by David Beckham collection for H&M.