Burberry has recreated the opening scene of Billy Elliot for its Christmas advertisement – but featuring a cast of celebrities – as the annual seasonal tussle for shoppers’ hearts, minds and cash gets under way.
Romeo Beckham takes centre stage in the star-studded ad, while James Corden, Naomi Campbell and Downton Abbey star Michelle Dockery also leap around in the fashion brand’s signature trench coats and scarves.
Burberry’s festive campaign claims to be a tribute to the British film and musical about a coalminer’s son taking up ballet, and features a three-minute film and photographs shot by Mario Testino.
The film celebrates the 15th anniversary of Billy Elliot and kicks off with original footage from the 2000 film as well as the song featured on the soundtrack, Cosmic Dancer by T Rex.
Also appearing in the ad are Julie Walters – who played the role of Mrs Wilkinson, Billy Elliot’s ballet teacher in the original film – and Sir Elton John, who penned the music for the musical.
The ad will premiere on Tuesday evening at the brand’s flagship store on Regent Street in London, at an event hosted by Burberry’s chief creative and chief executive officer, Christopher Bailey.
The first shots in the Christmas advertising war were fired earlier this week by German discount supermarket Lidl, whose seasonal ad launched on Facebook and Twitter (and in the press) before airing on television for the first time in a prime spot on Sunday evening. Its jokey “School of Christmas” theme depicts a series of classes intended to make sure Christmas Day goes without a hitch.
John Lewis’s campaign will launch on Friday, followed by Marks & Spencer and struggling supermarket chain Morrisons. The Yorkshire-based retailer has severed its previous relationship with TV presenters Ant and Dec, who wore lurid Christmas jumpers in earlier campaigns.
Anusha Couttigane, a retail analyst at Conlumino, said: “I don’t believe the public is getting fed up with the adverts, as some of these major campaigns – Burberry, Marks & Spencer, John Lewis – have come to play a role in the pop culture that characterises the run-up to Christmas. Even if viewers dislike the campaigns themselves, they stimulate debate and discussion on social media.”
