Comedian Pete Davidson stars in a new ad campaign for Reformation, playing the part of the ideal boyfriend with charming gestures and sweet advice.
Comedian Pete Davidson has taken on a surprisingly sweet role in a new ad campaign for Reformation, the sustainable fashion brand. In the campaign, Davidson embodies the ideal boyfriend, sitting in Reformation stores and showering his girlfriend with compliments on her outfits. 'For the past few years, the one thing that's given me a space to collect myself has been coming in here a couple times a week and being the 'perfect boyfriend,'' Davidson narrates, while praising his partner's looks.
'Yes, I'm someone's boyfriend and I take that seriously.' He dives headfirst into the persona, offering his girlfriend coffee, suggesting airport pickups, and even declaring, 'I wrote a letter about my feelings, maybe we can read it together.' While his partner tries on clothes in the dressing room, Davidson eagerly awaits outside, promising to make dinner reservations and even offering to cook. Throughout the campaign, Davidson offers advice on achieving 'perfect boyfriend' status, urging viewers to offer support and empathy. He suggests small gestures like bringing a hot water bottle for a tummy ache, putting the seat down in the car, and avoiding unsolicited advice. 'It's an accumulation of things,' he explains. 'Make her a hot water bottle when her tummy hurts. Put the seat down. Don't tell her to relax or try to fix her. Say you're sorry — or actually, most times, don't say anything at all.' This lighthearted campaign is a departure from Davidson's recent focus on personal growth and career aspirations. He has spoken openly about his struggles with mental health and his desire to be known for his work, rather than his relationship history. Davidson has also been actively removing his many tattoos, stating his desire for a 'clean slate.
PETE DAVIDSON REFORMATION ADVERTISING CAMPAIGN BOYFRIEND RELATIONSHIPS COMEDY
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