Nicki Minaj fronts H&M's magical Christmas ad

29 November 2017

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H&M has a steady history of working with musicians including Lady Gaga, Chance the Rapper, Future, and most recently The Weeknd on two capsule collections.

In H&M’s Christmas extravaganza, rapper Nicki Minaj and actor-activist Jesse Williams transform into magical fairies while in a snow-covered house during the heart of Winter.

The ad tells the tale of a parallel universe, where the couple's heroic young daughter embarks on a mission to track down the evil brother of Santa Claus, who stole Christmas presents from children across the globe.

The three-minute film, created by Swedish agency Forsman & Bodenfors, centres on the themes of bravery and caring.

Last year’s H&M holiday ad was a delightful train story from agency adam&eveDDB and director Wes Anderson.

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