Burberry's Singing' in the Rain Pays Homage to Gritty London Weather
Ellen Smith — November 13, 2020 — Marketing
References: ca.burberry & adweek
Burberry's 'Singin' in the Rain' ad is a love letter to the grey weather and gritty streets of London, perfectly encapsulating the energy of the city by recreating the iconic dance sequence from the 1952 American musical, Singin' in the Rain.
The dance scene features a modern take on the song, which plays as a group of well-dressed and entirely unbothered Londoners dodge hailstones that are crashing from the sky. Chaos ensues around the group, but dressed in Burberry, they continue to masterfully avoid any collisions. According to a statement from Megaforce, “The founder, Thomas Burberry, created innovative weatherproof clothing that was used by polar explorers, which gave us this idea of a story that saw its characters braving the elements with ease,”
Image Credit: Burberry / Riff Raff / Megaforce
The dance scene features a modern take on the song, which plays as a group of well-dressed and entirely unbothered Londoners dodge hailstones that are crashing from the sky. Chaos ensues around the group, but dressed in Burberry, they continue to masterfully avoid any collisions. According to a statement from Megaforce, “The founder, Thomas Burberry, created innovative weatherproof clothing that was used by polar explorers, which gave us this idea of a story that saw its characters braving the elements with ease,”
Image Credit: Burberry / Riff Raff / Megaforce
Trend Themes
1. Weather-inspired Advertisements - Brands that incorporate inclement weather or other natural phenomena into their advertising may reinforce their image as innovators who are not afraid to embrace life’s challenges and show customers that their products can withstand the elements.
2. Music-driven Marketing Campaigns - Companies that integrate music into their advertising can create emotional connections with their customers and make their brand more memorable through the power of song.
3. Nostalgic Branding - Businesses that reference timeless, classic aesthetics from previous eras in their marketing collateral may appeal to consumers’ sense of nostalgia and offer a welcomed escape from our increasingly digital world.
Industry Implications
1. Fashion - Fashion brands can use weather-resistant clothing as a unique selling point, emphasizing their commitment to innovation and outdoorsiness.
2. Advertising - Marketers can experiment with incorporating music and dance into their campaigns, creating a sense of joy, celebration, and community in ads that might otherwise feel impersonal or boring.
3. Entertainment - Music and dance provide the perfect vehicle for storytelling, hinting at the kind of fun audiences can expect if they engage with a particular movie, TV show, or live event.
4.3
Score
Popularity
Activity
Freshness
