H&M has released its first ad created by Adam & Eve/DDB, a trailer for a longer film featuring David Beckham and the American comedian Kevin Hart. In the 30-second ad, Beckham receives a phone call from his agent who tells him that Hart wants to come to stay with him to prepare for the part of Beckham in I Beckham, a fictional movie about the former footballer’s life. A longer version of the film will launch online on 28 September. The global campaign will extend to TV and cinema on 30 September.