One pop star, one crooner, one jazz standard and one global retailer: mix everything, shake it and serve chilled for Christmas.
Lady Gaga and Tony Bennet duet for “It don’t mean a thing”, one of the most surprising musical collaborations ever, becomes a marketing campaign at H&M, premiering full scale on hm.com on 25th November, promoting its seasonal collection.
Inspired by the glitz, glamour, and opulence of the 1940’s Big Band era, the ad mood is one of festive celebration shot through with a sense of fashion and an underlying humour. The campaign features an H&M family who celebrate the spirit of Christmas in a glittering mood. Red dresses and tops sparkle, knits are a festive essential, just like the cosy oversized sweater worn by Lady Gaga in the print campaign. For men, it’s plaids for the Christmas spirit, dapper plaid blazers layered with fun holidays sweaters. Kids have fun too with a range of season prints and decorations, while there are plaids and sweaters for looking their smartest.