Romeo Beckham to star in Burberry’s first Christmas ad campaign

Burberry is launching its first Christmas ads with a campaign featuring David and Victoria Beckham’s 12-year-old son Romeo Beckham in his second outing for the British fashion brand.

Launching globally tomorrow (4 November), “From London with Love” kicks off with a film that shows Beckham delivering a “gift of love” to a young couple and aims to celebrate gifting as the “ultimate symbol of a connection” between two people. The campaign promotes iconic Burberry items including the trenchcoat, cashmere scarf and women’s eveningwear.

The campaign will run across outdoor, cinema and social media while the track from the film, “The Way that I Live” by Ed Harcourt, will be available to buy from iTunes.

“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,” says Burberry chief executive and chief creative officer Christopher Bailey.

As with previous Burberry campaigns, the brand is also looking to make the campaign interactive, offering viewers the opportunity to watch specially-curated edits of the campaign’s content across Burberry’s social media channels. Billboard ads at One Piccadilly in London will let audiences interact with and create a bespoke edit of the film with a message unique to them.

In the US, meanwhile, Burberry is partnering with Twitter to let customers buy beauty and fragrance products direct from a tweet. It is also introducing a new gift finder service that will let customers search by categories such as gender, theme and size and will be offering a next-day collect-in-store service in key markets.

The launch of the campaign comes as Burberry releases its full range of festive gifts, which aims to be its most personalised to date. Burberry will offer a monogramming service for all its key pieces, letting shoppers personalise gifts with up to three initials.

That follows the success of its “My Burberry” fragrance launch in September which allowed customers to make the marketing campaign “entirely their own”. Burberry credited the strategy for a 55% uplift in revenues in its beauty division in the first half of the year.

This is the second time Burberry has opted to work with Beckham, who first modelled for the fashion brand in its spring summer 2013 campaign. Beckham appears alongside new British models Hannah Dodds and Anders Hayward.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here