Comedian Kevin Hart is not letting a lack of resemblance blunt his ambitions to play David Beckham in a biopic of the former England captain.
This is all part of a campaign by H&M, in a teaser spot for a film produced by Adam&EVE/DDB and directed by MJZ's Fredrik Bond. It begins with Beckham disbelievingly fielding a call from his agent who informs him Hart wants to play him in 'I, Beckham'.
There then follows a range of increasingly invasive scenes adding madness to his method showing Hart shadowing Beckham in researching the role. This getting into character involves dipping into ice baths, spying on the former footballer while he sleeps and, naturally, mimicking Golden Balls' H&M wardrobe.
“I love to do something different with my campaigns with H&M. It gives me the chance to do something completely unexpected, and to break out of my comfort zone. We’ve done action scenes and big budget productions before, but I’ve never worked with a talented comedian before with H&M. Kevin was my number one choice, and I can’t wait for everyone to see the result," said Manchester United legend Beckham.
Hart was just glad of the opportunity to merge his interest in style and sport.
“To be able to make fun of a global icon like David Beckham is a comedian’s dream. I love fashion as much as I love sports, which is why I was so excited to star in David’s new H&M campaign," said Hart.
The global 'Modern Essentials Selected by David Beckham Autumn 2015' campaign will take in TV, print and cinema as well as outdoor installations.
The full film premieres on H&M Life on September 28.
Beckham has previously starred in a Guy Ritchie-directed campaign film for H&M in which he traversed a Hollywood neighbourhood, as well as a follow-up in set in London where he found himself being locked out of a photo studio.
