Sunglasses and rock and roll have gone hand in hand throughout history, so it makes sense that Burberry has enlisted a swag of British musicians for its new eyewear campaign.
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Burberry has passed over big name recording artists for the next generation of superstars. The commercials feature four hot new indie talents: One Night Only, The Daydream Club, Life in Film, and Marika Hackman. Each act wears classic aviator sunglasses featuring the Burberry logo and nova check. The artists have a long history with the brand after participating in its Burberry Acoustic program, an initiative which showcases up and coming British acts.
The campaign’s musical theme doesn’t stop with the cool black and white images though. The musicians turned models will release an exclusive track and music video every week this month. These songs will be available for digital download via iTunes.
Burberry hopes these single releases will create some buzz before it takes its musicians on the road. They’ll play special Burberry gigs at global fashion capitals Paris, Milan, New York, and Sydney next month.
I really like that this is an advertising campaign that goes beyond the pages of the glossy fashion magazines. I’d stop short of suggesting Burberry’s motives are purely altruistic, but I’m impressed the commercials are elevating these artists rather than simply promoting the brand.
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