Christmas is the time of the year when emotions are intensely triggered and the warmth of family reunion is calling. For brands, it is also high time drawing attention with their advertising campaigns. The scale and significance of Christmas adverts is considered to be paralleled with Super Bowl adverts. This year, fashion industry conveys brand messages loudly through exquisite advertisements inlayed with Hollywood accent.

On the first day of November, Burberry led festive advertising battles with a cinematic ‘Tale of Thomas Burberry’ which cost multi-million pounds celebrating 160th anniversary. Although last year was not an exciting year on the financial sheet for Burberry, signature scarves have always been top on the Christmas wish list. Burberry this year decided to show its customers that the brand is more than a scarf present or even a trench coat (this is the main role in the film). Burberry invited Oscar winning director Asif Kapadia and all-star cast to reproduce the milestone invention of Gabardin, the waterproof fabric and its historical impact.


Burberry Christmas advertisement ‘the tale of Thomas Burberry’ | Photography courtesy of Burberry

“The film we have made is a brief glimpse inspired by his full and extraordinary life, which threaded its way through the history of the twentieth century in all its tumultuous highs and lows.”

Christopher Bailey, Burberry chief creative office.

It’s said that a blink when watching the film can literally lose sight of thousands of pounds. The 3-minute clip indulges viewers in lavish scenes and Burberry scents.  The innovation spirit of Mr. Thomas Burberry was threaded through dramatic love line, Artic exploration, war and record-breaking flight. Although the film has said nothing about Christmas, it gained social media success. In another words, Burberry has seized customers’ attention on the brand culture itself notably.

Two weeks after Burberry’s Christmas campaign, H&M presented its advert ‘Come Together’ with The-Grand-Budapest-Hotel chic. This is another meticulous and quirky TV commercial, created by Wes Anderson, starred by Oscar winner Adrien Brody. The color pattern and shooting method of Anderson is finely honed as always. The story is set on a train where the original schedule was interrupted by harsh weather and mechanical problems. The Train conductor arranges a brunch for passengers who couldn’t get back to their family for Christmas time, becoming the climax and also the ending of the clip.

The heart warming appeal received over million views in short time. Although H&M recently has been criticized by the public for environmental pollution, this advert definitely makes the audience come together from this sweet story.

“The winter train ride, under Wes Anderson’s direction, is the perfect setting for H&M’s holiday collection full of relaxed, wearable elegance”

Pernilla Wohlfahrt, H&M’s head of design and creative director.

Next is Mulberry’s 2-episode story depicting a traditional British family on Christmas, composed of ‘a waspish mother, bickering sisters and a son with a secret’. Written by Hugo Guinness from The Grand Budapest Hotel. What intrigues everyone is the film casted children who play as adults. This lovely character setting invites audiences to the ‘young at heart’ Mulberry brand image. The festive message, ‘It’s what’s inside that counts’ is celebrated with a touching lesson when one girl sends her little sister her own Mulberry Bayswater bag in clumsily wrapped papers.

Fashion and the movie industry has always been close together. They inspire and affect one another. For customers, they can immerse themselves in the high-quality aesthetics of film. And for brands, it is a direct way to show their brand influence and retain their loyal customer base.

Written by Olivia Deng

Edited by Sonia Wan