“Lights, camera, trench coats!” reads the front page of the Burberry Times in an appropriate headline for a quirky on stage prop in the brand’s very own piece of musical theatre released today.
Inspired by the golden age of cinematic musicals, the British heritage brand has introduced a four-minute film (as below) as part of its first global festive campaign.
From London with Love, as it’s called, stars Romeo Beckham in his second appearance for the brand, as a boy who delivers the gift of love (through an enchanted glittering box) to young dancer couple, Hannah Dodds and Anders Hayward.
They are joined throughout the short film by 50 other dancers, as well as continuous references to the British capital, including the Queen’s Guard, a series of policemen with their classic custodian helmets, and the city’s recognisable architecture in the background. Even the wet weather – a Burberry staple – is seen, through a dance scene of multiple opened umbrellas.
The spot was directed by Burberry chief creative and chief executive officer, Christopher Bailey, who said: “This festive campaign is a celebration of everything we love at Burberry; the trench coat, the cashmere scarf, incredible music, our British weather, and working with great and talented people.”
It features a soundtrack called The Way that I Live, by British songwriter Ed Harcourt, who played live to a crowd of 500 guests this evening at a screening of the film at the brand’s flagship store at 121 Regent Street.
The campaign will run across outdoor advertising, cinema, and all of the brand’s 10 global social media platforms for the next three months. Its launch is accompanied by a push for the brand’s full range of gifts, from its Heritage trench coat to cashmere scarf, men’s tailoring, women’s eveningwear and newer beauty line, all of which feature in the film.