Burberry is welcoming the festive season by releasing a Christmas campaign starring Romeo Beckham. This festive film comes with the title “From London with Love” and it tells the story of young people falling in love in an artistic way expressed through beautifully choreographed dancing. Maybe I was just being emotional but I really loved the film, it was so beautiful I teared watching it. I loved the execution of the story line and how the music enchants the atmosphere. It reminded me of how beautiful it was to feel loved and happy. It was just dreamy and this is definitely a fantasy ad.
“From London with Love” is very sophisticated and subtle in terms of promoting their signature trench coat, umbrella and scarfs. Also, they subconsciously promote the upper class culture that enjoys luxury lifestyle besides showing how joyful it is to be in that social class. This is a “Burberry culture” overall; British heritage, sophisticated, fashionable, wealthy, glamorous and famous.
Amidst the umbrellas and trench coats, Romeo plays cupid and the love story revolves around him.The Star of the film, Romeo Beckham whose parents are world-class famous duo- David Beckham and Victoria Beckham. Coming from an elite family, Romeo naturally becomes a child star with bright future in the entertainment industry.Romeo being the endorser at such a young age for this luxury brand that he acquires effortless because of his famous parents. So, is this considered celebrity endorsement?
Not only that, the glittery Burberry logo appears many times throughout the film. The glittering effect works well with the theme of the film and at the same time it is a strategy to promote its brand. Also, the film uses “Love” as a technique to engage its audience. Like Maslow’s hierarchy of needs, love is an emotion that we need in our lives and something that we are constantly searching for. From love, it slowly transforms into warmth of the festive season that eliminate the loneliness urbanites often feel in the big cities.
However, there are comments on Youtube that read:
I guess it’s up to the audience to interpret the promotional film but this is definitely an advertisement that Burberry released to promote their products and culture in conjunction with the festive season. But I definitely think that it is enchanting and I was moved and it gets me into christmas mood.
Romeo Beckham Is Enchanting in Burberry’s Beautifully Choreographed Christmas Spot. (n.d.). Retrieved November 7, 2014.