6 February 2013, Singapore – The David Beckham Bodywear collection will hit H&M stores from tomorrow. To promote this new collection, film director Guy Ritchie has directed a new short film for David Beckham Bodywear at H&M. In this short film, David Beckham, the renown soccer superstar, will be cast as an action hero for the first time.
“David makes the perfect leading man,” says Guy Ritchie. “For me this felt more than a campaign – it was like directing a short film.” In the humorous campaign, which debuts worldwide on 6 February 2013, David runs through the streets and gardens of Beverly Hills, dressed only in his boxer briefs. “Working with Guy has been a fantastic experience,” says David. “I hope everyone has as much fun watching the film as I had making it.” The film debut coincides with new colours added to the Bodywear range just in time for Valentine’s Day, including red and blue trims, and underwear in utility tones.