Burberry places heritage at heart of Christmas campaign

Sienna Miller, Lily James and Dominic West star in a trailer celebrating the brand's founder.

"The tale of Thomas Burberry," which celebrates the brand’s 160th anniversary, features an all-star cast including Sienna Miller, Lily James, Dominic West and Domhnall Gleeson.

The three-minute cinematic trailer will launch today globally across print, digital, social, cinema and out-of-home advertising.

While the brand is celebrating its authenticity and heritage, the film uses some artistic licence with Burberry’s life story. The film reimagines key events which have shaped the company’s history and values including the invention of gabardine, outfitting the explorer Ernest Shackleton and sponsoring the record-breaking flight from London to Cape Town by Betty Kirby Green.

In the film, Kirby Green is recreated as the fictional character Betty Dawson in the film and played by Lily James.

Chief creative officer Christopher Bailey said: "The film we have made is a brief glimpse inspired by his full and extraordinary life, which treated its way through the history of the 20th century."

A Brexit bounce in UK sales was not enough to boost the brand’s results earlier this month; despite saying that its full-year profits would receive a £125 million ($153 million) boost from the devaluation of sterling as about 80% of its sales are overseas.

The strong UK performance helped Burberry generate a 2% rise in underlying retail sales in the three months to Sept. 30, marking its return to growth after a year of declines by this measure.

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