Koffee Shines In H&M ‘Bring On The Future’ Holiday Ad Campaign

Top clothing brand H&M launched its new holiday ad campaign on Wednesday, termed Bring On The Future to feature Jamaica’s very own Grammy award-winning Reggae singer, Koffee.

The promotional film is the fashion label’s well wishes for 2021 with Koffee reciting a heartwarming New Year’s ode. In her rich ethnic tones, the Pressure singer says farewell to all the things that became our new normal since the pandemic, and hello to what will become our regular lives again with limitless encounters and where all hopes and endeavors come true.

With English musician, Tourist’s Bunny soundtrack playing in the backdrop, the commercial captures the spirit of her message, showing families, friends and strangers all enjoying each others company while taking on life boldly and freely. It then closes with the tagline “Bring on the future” as bursts of fireworks reign in the New Year.

When asked about her hopes for 2021, Koffee told H&M, “I would love to see a world where we all look out for each other because I think the world needs that more than just individual success. I don’t know if we’re getting there any time soon, really. But I am hopeful in my heart that we will see a world that is more connected and empathetic.”

This latest H&M endorsement deal is just a drop in the bucket for Koffee. She recently landed an ad campaign with Mastercard and another with local beverage maker, Malta in October. She was also named ambassador for Nike’s “Jordan Unite” Campaign last month.

Check out the H&M ad campaign here and read Koffee’s narration of the poem below.

Farewell to endless days in sweats
The unmade bed, the unwashed hair
Hello encounters anywhere
Hello approaching strangers’ pets

Release a flood of invitations
More guts and wider comfort zone
Life amplified through megaphone
Invite all new temptations

Instill the urgency to mend
The planet and what else is wrecked
Let things we wasted resurrect
Here’s to forever, not the end

Come out, let out the love within
Call in equality for all
Let the voice of justice call
Let’s love, let loose, let it begin

Explore, galore, ignite, have fun
Let out the free expression
Self-love, in repossession
Pick up your heart, let go and run

Bring on the night, bring everyone
Come rays of light across the sky
The year is fading, say goodbye
The future world has just begun