By Kenneth Richard | The Impressionist
H&M wants to put the swing into the holidays with its latest commercial spot featuring the dynamic duet of Tony Bennett and Lady Gaga belting out their rendition of ‘It Don’t Mean a Thing, (If It Ain’t Got That Swing).’
Models Joan Smalls and Sasha Pivovarova, help director Johan Renck transition from series of festive holiday moments to a dynamic Big Band celebration lead by crooners Tony and Gaga. The mood is upbeat, warm, and joyous featuring lovebirds in the back of a bus, cruise ship families, and a Saint Bernard with antlers. Oh, and yes, holiday clothes are somewhere in there too.
Oddly there is one thing missing from this commercial which seems to have everything, the iconic H&M logo. The Impressionist hates to sounds like a cigar chewing CEO bellowing ‘why am I paying for this then, they can promote their record on their own!’ but sometimes that CEO is right. We can only assume it had to do with those marketing buzz-kills, The Lawyers! Desperately attempting to foil marketing genius at every turn.
Logo aside, the pr machine will just have to drive home the association and we are happy to help, as the commercial has that swing that does means a thing.
Agency | Wednesday
Creative Directors | Jens Grede and Erik Torstensson
Director | Johan Renck
Actors/Models | Tony Bennett, Lady Gaga, Joan Smalls, Sasha Pivovarova, Miles McMillan
Music | “It Don’t Mean a Thing (If It Ain’t Got That Swing)” by Tony Bennett & Lady Gaga