Ad of the Day: H&M's Magnetic New Anthem Spot Breaks All the Fashion Rules

Forsman & Bodenfors champions sustainable fashion

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Over the course of H&M's new 90-second anthem spot—one of the most richly diverse ads in recent memory—a case is made for Iggy Pop as a voice actor. The singer's deep, gravelly voice elevates the ad's copy, making it feel unexpected even as the pattern emerges. 

The commercial, from ad agency Forsman & Bodenfors, is part of the Swedish fashion company's mission to get more consumers to recycle its clothing, which would cut down on the need for "virgin resources" and minimize the impact fashion has on the planet.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in