Burberry has announced the launch of a fragrance advertising campaign directed by Oscar-winner Steve McQueen, marking the first time he has lent his talents to a commercial. The ad promotes the new Mr Burberry fragrance, which has just launched.
The ad stars British actors and models Josh Whitehouse and Amber Anderson who act out a love story. Set in London, the advert includes a nude bath scene and is accompanied by a soundtrack from British singer-songwriter and Mercury Music prize winner Benjamin Clementine.
McQueen said: “For the Mr Burberry film, I wanted to convey the idea of two people who are passionately in love. It’s that moment in a relationship where all you are thinking about is each other, and all you want is to be with each other.”
Burberry is also using SnapChat to promote the campaign, becoming the first luxury brand to create a dedicated Discover channel on the network. Users will be given access to new content including tailoring and grooming tips.
The full-length director’s cut of the advert and behind-the-scenes footage from the campaign will also be shown on the Mr Burberry channel. The content will be available for 24 hours following the launch but SnapChat users who visit selected retailers will be able to view the content using SnapCodes at point-of-sale. This is another first for the social network.
Burberry also plans to use scent-dispensing posters in Knightsbridge, London. The posters will spray fragrance onto consumer’s wrists when placed beneath the sensor. Double-decker buses on key London routes will also be wrapped in Mr Burberry imagery.
The brand is also extending its personalisation service, offering consumers a chance to create their own monogrammed bottle of Mr Burberry. The new collection also includes an aftershave splash, a facial moisturiser and a beard oil.
Christopher Bailey, Chief Creative and Chief Executive Officer at Burberry, commented: “Mr Burberry is our most significant men’s fragrance to date. Inspired by the iconic Burberry trench coat and by London, a city of great contrasts and contradictions, it is traditional yet irreverent. Elegant without being pristine, it perfectly encapsulates a mood and attitude that today’s Burberry man will recognise as his own.”
