Does H&M’s ‘moments in between’ fall between two stools?

H&M is hymning the ‘moments in between’ this Christmas – presumably the little things about the festival, not tables groaning with turkeys, crackers and prezzies.

So we have some H&M-wearing Millennials (or are they GenZ? Anyway they’re young) doing, well, ordinary things. With the obligatory gay kiss. There’s a lot riding on Judy Garland here (a topical choice with the recent movie.)

A non-event or a welcome dose of realism?

Not entirely sure. But it’s Christmas so we’ll go for the latter. Quite brave of them really.

MAA creative scale: 6.5.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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