In this Burberry modern dance-off, Zhané Samuels is buying a kebab on Wentworth St, just steps from Petticoat lane where one would buy the cheap Burberry knockoffs, as the shop owner warns her it'll be pouring down soon. She pops outside and is joined by fellow dancers Kevin Bago, Robinson Cassarino and Chantel Food - all dressed in Burberry layered on top of more Burberry.
What falls from the sky isn't rain, but ice-blocks. The dance collective (La)Horde bounce around either avoiding or smashing these ice-blocks as they dance down the lane. Now, I'm a big fan of dance, but would never be caught dead wearing a down jacket on top of a raincoat no matter the weather. It only looks good here because frankly, the young attractive (La)Horde dancers can probably make the macarena look good. Through the magic of film, they dance all the way to Lowestoft beach in a single edit, and one of the dancers strips off and dives into the ocean.
The London seen here is the dirty, grey, gritty realistic and rainy London where you will probably need an excellent raincoat, but it's made cool by the dance and CGI-ice. The updated indie version of "singing in the rain" is a tried and true - read tired and lazy - move that you'll either love or hate. It's very much the first idea, and depending on your music-related memory of the song it might not be a positive one they're evoking. Like when Mazda covered "dreams". The song itself was reworked for Golf GTI too.
This was directed by Megaforce, but there is also an entire campaign press campaign photographed by Rafael Pavarotti and styled by Ibrahim Kamara coming soon.
DOP: Katelin Arizmendi
Styling: Ibrahim Kamara
Production company: Riff Raff Films
Vocals performed by Dreya Mac
Cast: Chantel Foo, Kevin Bago, Robinson Cassarino and Zhané Samuels
“Singing In The Rain” Written by Nacio Herb Brown / Arthur Freed
Published by EMI Music Publishing Limited
Vocals performed by Dreya Mac.
Musical accompaniment performed by Lank & Tank for Twenty Below Music
For decades now Burberry has been synonymous with ghetto to me, and this ad does nothing to change my mind in that regard. I suppose if the ghetto can afford their £1,050 reversible puffers, then this ad hits the target perfectly.
A puffer is £1,050? That's a bit crazy pricy.
They can afford it, I mean she bought a kebab just to chuck it in the bin.
😂 yes I noticed that too.