Branded content is getting more sophisticated than ever. This holiday, H&M will be debuting a festive film starring none other than rap superstar Nicki Minaj and heart-throb Jesse Williams on its website, just in time for Christmas.
According to Pret-a-Reporter, the movie focuses on “a little girl tracking down the evil brother of Santa Claus in order to save the holidays”. Minaj plays the girl’s mother as well as a fairy named Wisest Thingy. Williams serves in a supporting role and is featured in the film’s teaser. In a brilliant move, clothing that appears in the movie will become available for purchase on the company’s website and in stores starting November 9, 2017. The movie goes live on hm.com on November 28, 2017.