Burberry’s 2020 Christmas advert, titled “Singing in the Rain,” wasn't just a commercial; it was a meticulously crafted cinematic experience that resonated far beyond the typical holiday advertisement. Drawing inspiration from the iconic Gene Kelly film, the ad cleverly reimagines the original's joyous energy for a contemporary audience, showcasing Burberry's aesthetic while delivering a powerful message about collective joy and resilience. This analysis will delve into the various aspects that contributed to the ad’s success, exploring its visual language, musical choices, narrative structure, and the overall impact it had on the brand's image and the wider cultural landscape.
The ad, immediately recognizable by its title, "Singing in the Rain," cleverly plays on the familiarity of the original movie musical. This pre-existing cultural touchstone provided an instant point of connection with viewers, establishing a sense of nostalgic comfort before launching into its own unique visual narrative. The decision to utilize the iconic "Singin' in the Rain" song, however, was not a mere replication. Instead, Burberry chose to use a contemporary, slightly melancholic rendition, subtly altering the tone to suit the ad's more nuanced message. This strategic choice allows for a juxtaposition between the inherent optimism of the original and the ad's more complex exploration of joy amidst adversity.
Several articles and reviews highlighted the innovative camera movement employed in the ad. The fluid, almost balletic camera work, as noted in articles such as "Why Burberry's Ad Singing in the Rain Camera Movement is..." (the ellipsis representing the missing article title), contributed significantly to the ad's immersive quality. The dynamic shots, seamlessly transitioning between wide shots showcasing the expansive London setting and close-ups capturing the dancers' expressions, created a sense of energy and excitement that mirrored the choreography itself. This wasn't simply filming a dance; it was choreographing the camera as another dancer in the performance, resulting in a visually captivating experience that transcended the limitations of a typical commercial.
The choice of location – the streets of London – was far from arbitrary. The ad subtly yet powerfully showcased a sense of place, imbuing the narrative with a distinctly British identity that aligns perfectly with Burberry's heritage. By choosing familiar London streets, the ad connects with a wider audience, fostering a sense of shared cultural experience. The rain-soaked streets, far from being a mere backdrop, became an active participant in the narrative, adding to the atmosphere of playful defiance and collective joy. This clever use of setting elevates the ad beyond a simple product placement, making it a celebration of both the brand and the city it represents.
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