H&M’s second campaign release this week is for men. Like its Forsman & Bodenfors sibling, the men’s campaign is about showing real people in H&M clothes. Unlike its F&B sibling, the David Beckham and Kevin Hart campaign is not designed to be empowering. It’s humorous. And it’s a musical.

Last year H&M paired David Beckham with comedian and actor, Kevin Hart, in a wacky campaign for its Modern Essentials collection. In the seven minute branded content (affording plenty of opportunities to show off the H&M collection), Hart had his eye on the role of Beckham in a fictional biopic of his life, called I, David Beckham. To get into character, he had to hang out with Beckham, observing his every move. By the end of the film, Hart got the role, the film was made – presumably successfully…and there was talk of a musical follow-up

That musical follow-up is this year’s campaign, in which Beckham and his “understudy” take a road trip to Vegas to pitch I, Beckham, The Musical.

The film launches on September 26. Meanwhile there’s a trailer. And a collection of fashion shots.