Jamaican reggae star Koffee has collaborated with Swedish retail giant, H&M, and makes her debut in acting as the lead in the fast-fashion company’s #BringOnTheFuture Christmas campaign.
Koffee also narrates a new year’s poem for the entirety of the advertisement, which was shot in the United States by Max Vitali.
The 1:28 second video was shared by Koffee with her 1.2 million Instagram followers.
Bring On The Future is a pensive, feel-good message seemingly meant to inspire hope for what’s to come as we face the last month of 2020—a challenging year for many people, globally.
Grateful to still be on the journey of life, Koffee and her fellow characters socialise, unwind and reflect before the ad crescendoes into fireworks.
Koffee’s narrated poem is also incredibly poignant and reads:
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
Koffee, in an interview with H&M on Tuesday, said she looks towards a brighter tomorrow and shared her hopes for the future.
“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,” she expressed.
For more on the H&M interview click here.
Watch the ad in full below: