In a moment shy on sunny thoughts in America, Pete Davidson gives us reason to smile. Pete is fronting his first major fashion campaign for H&M, after a couple prior shorts. B-Reel Stockholm is behind the campaign featuring the SNL comedian and actor directed by Tim Godsall.

The marketing strategy “Wear that feeling” is created to capture fresh energy for H&M in the menswear category. Men are not known for being fashionistas in the style of women. Rather, they turn to film, TV, music and other cultural inputs to influence their style.