Pete Davidson debuted his tattoo-free look on Reformation‘s Valentine’s Day campaign, released on Wednesday, and the photos quickly went viral on social media. In less than 48 hours, the campaign earned the brand $1.2 million in media impact value, according to Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.
The former “Saturday Night Live” star, who recently had more than 100 tattoos removed from his body, starred as the brand’s “official boyfriend” in the campaign. He modeled a white underwear, a tank top, baggy jeans and a Valentine’s-inspired sweatshirt.
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“We have some news. We got a boyfriend. And not just any boyfriend. The boyfriend. Pete Davidson, the go-to complement to beautiful and talented women everywhere, has officially partnered with Reformation, the other go-to complement to beautiful and talented women everywhere,” the brand announced via statement.
The campaign also featured an accompanying video written and shot by Matthew Frost, who previously directed campaigns for Hermès and Nike.
Davidson talked about his decision to clear his skin through laser removal treatments while appearing on the “Today” show in January. “I got sober, and I saw myself in the mirror, and I was like, ‘Nah.’ I was like, ‘I need to change it up a little bit,’” he said. The actor also discussed the treatment on “The Tonight Show Starring Jimmy Fallon,” saying, “They gotta burn off a layer of your skin…so really think about that ‘Game of Thrones’ tattoo.”
In the past, Davidson has starred in campaigns for H&M and Alexander Wang.