Burberry Reimagines ‘Singin’ in the Rain’ in Glorious Celebration of London’s Gray, Gritty Streets

Spot sees impeccably dressed dancers brave Britain's famously inclement weather

burberry wind
Burberry's holiday ad is an edgy, high octane celebration of London. Burberry / Riff Raff / Megaforce

If you’ve ever been to London and spent time away from the manicured tourist attractions, then you’ll know that the bulk of the real capital is made up of gloriously gray, gritty streets bustling with market stalls, coffee shops, takeouts and noise.

British fashion giant Burberry perfectly captures that magical urban energy in its latest two-minute film created by Riff Raff Films with creative direction from Megaforce, a four-person French filmmaking collective. The spot is a modern, high-energy re-imagination of the famous Singin’ in the Rain dance routine from the 1952 American musical of the same name.

Set on a bleak winter’s day, Britain’s famously inclement weather is exaggerated by gigantic hailstones that a troupe of impeccably dressed Burberry-clad dancers use as props to dodge and throw.

The creators found inspiration by digging though Burberry’s history.

“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,” according to a statement from Megaforce. “That iconic scene from the film Singin’ in the Rain came to our minds, so we wanted to draw inspiration from it and make a version that speaks for our times.

“This year has been tough for us all, so we wanted to push the metaphor and transformed the rain to ice blocks. … We also changed the narrative from a single character to a group of friends because going through the adversity is a thing that we’d better do together.”

Matthew Fone, owner of Riff Faff Films, added: “The most pleasing thing for me about this collaboration is how Megaforce took the brief of capturing what Burberry stands for today alongside its prominent heritage—and made a festive film that encapsulates the notion of both, in a simple metaphor of adversity in their own, inimitable way, no baubles.”

CREDITS:
Client: Burberry
Chief Creative Officer: Ricardo Tisci
Chief Marketing Officer: Rod Manley
VP, Creative: Rachel Crowther
Art Director: Al Watts
Art Director: Sean Bell
Director of Production: Rose Percy
Senior Producer: Asha Joneja
Producer: Cara Gillies
Production Coordinator: Rebecca Haddaway
Senior Manager, Post Production: Luke Stazaker
Styling Editor: Susie Miller
Junior Styling Editor: Fran Dyke
Assistant Stylist: Jack Clements

Agency & Production: Riff Raff Films Creative & Direction: Megaforce
Exec Producer/Owner: Matthew Fone
Producer: Nick Goldsmith
Production Managers: Hannah Fowles-pazdro / Georgia Mills
Choreographer: (La)Horde
1st Assistant Director: Ben Gill
Dop: Katelin Arizmendi
Gaffer: Richard Oxley
Stylist: Ib Kamara
Production Designer: Marco Puig
Stylist: Lucy Fewell
Sfx: Paul Mann, Neil Gawthrop
Editor: Joe Guest @ Final Cut
Post Production: MPC
VFX Producer: Ryan Hancocks
2D Lead: Alex Lovejoy
3D Leads: Fabian Frank / Rob Richardson
Colorist: Matthieu Toullet
Sound Design: Sam Ashwell @ 750mph
Cast: Zhane Samuels, Kevin Bago, Robinson Cassarino, Chantel Foo
Song and Music Credit: “Singin’ In The Rain”
Written By Nacio Herb Brown / Arthur Freed
Published By Emi Music Publishing Limited
Vocals Performed By Dreya Mac
Produced & Arranged By Lank And Tank For Twenty Below Music
Music Producer: Emily Pritchard @ Twenty Below Music


@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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