Burberry has launched its first global Christmas campaign, with a film starring Romeo Beckham, the 12-year-old son of David and Victoria Beckham.
In the ad, directed by Burberry Chief Creative and Executive Officer Christopher Bailey, Beckham uses Burberry gifts to bring together a couple played by models Hannah Dodds and Anders Hayward.
Featuring 50 dancers who perform in front of a theatrical London street backdrop, the ad is reminiscent of classic musical films and is designed to reinforce the role of gift-giving in bringing people closer together.
The campaign will include outdoor advertising, cinema and social media for the next three months.
"This festive campaign," Bailey said, "is a celebration of everything we love at Burberry: the trench coat, the cashmere scarf, incredible music, our British weather, and working with great and talented people."
The songwriter Ed Harcourt wrote the score of "From London with Love," and a song called "The Way That I Live" will be released in December.
Harcourt performed at the launch of the campaign at the brand’s flagship store Monday night, an event attended by David, Victoria and Romeo Beckham; Sophie Ellis Bextor; and "Downton Abbey" actress Daisy Lewis.