A Wren Says

Have you seen Burberry’s new social media campaign? Watch it here first.

Now, what did you see and what did it make you think?

In the video, Luckie Blue Smith, Liu Wen, Mona Tougaard, Tyson Beckford, and Amelia Gray are experiencing Great Britain for the first time. Olivia Colman steps in as cultural tour guide throughout the piece explaining quintessential British things. And of course they are all wearing Burberry jackets the whole time. It might seem like a pleasant and fun little set of vignettes, but it is very clearly a part of a larger strategy.

Burberry’s new Burberry Forward strategy has four key tenets. Two are clearly evident in this ad campaign: 1. Timeless British Luxury and 2. Lead with Outerwear. The brand is making sure to highlight and lean into its heritage as a British brand. In the strategy they write that they will “Capture British wit and style and balance recognisable London imagery with British countryside.” The ad was designed to clearly pair everything you associate with the British (or at least the good things) with its brand. This is British heritage. We are British heritage. It also does it playfully to reintroduce all of those qualities to a new audience. And that’s just like they said they would.

This ad campaign is a continuation of “It’s Always Burberry Weather.” In all of the media, it’s the outwear pieces that feature. They are leaning into what they’re know for choosing to find ways to “Celebrate iconic brand codes with recognisable brand signifiers.” In the most recent videos, the iconic trench definitely takes a major role, but additional shapes and silhouettes are feature. Just take a look at the feminine puffer worn by Tougaard.

Belted Berryhill Padded Car Coat

£1,760

It’s a special moment for me when I can clearly see how a brand is actually using a clear strategy to approach its advertising. Now if you’ll excuse me, I need to go watch their latest Winter 2026 runway show.