Burberry unveils the campaign for Burberry Hero, its new men’s fragrance, starring Adam Driver.
The campaign presents the ultimate romantic hero, a man in search of freedom and personal transformation, no longer held back by preconceptions, without giving in to facile youthfulness. An embodiment of freedom, transformation and masculine energy. An exploration of self and a respect for the majesty of the natural world
Text by: Domenico Costantini
“Creating a fragrance is such a personal and intimate process, and I especially felt this for Burberry Hero – my first fragrance for the brand.” Tisci notes in a press release. “I wanted Burberry Hero to encapsulate modern masculinity, playing on the essence of human and animal primal instincts, channelling the duality between strength and sensitivity. I’m so excited to have worked with the incredible Adam Driver to embody Burberry Hero for the house. He has incredible depth in articulating what masculinity means today – how strength can be subtle, and emotions can be empowering. Our founder Thomas Burberry was a man who also celebrated this balance, using a powerful yet romantic horse as an iconic emblem for his brand, inspiring many of the house codes we continue today.”
The campaign, with a film directed by Jonathan Glazer and images by Mario Sorrenti, captures the enigmatic and adventurous Adam Driver in the majestic beauty of the natural world.
The campaign challenges traditional stereotypes of masculinity, bringing together horse and man and creating a modern hero. It’s as if the classic hero and the romantic hero are merged without idealism or mythicisation, as cinematic heroes tend to combine classic and romantic characters. “Burberry Hero represents the duality of strength and sensitivity. A fragrance that represents the timelessness of Burberry and, at the same time, a sense of modernity. A combination of universality and uniqueness. The perfume expresses the animal part that is inside every man together with a true humanity”.
Aurélien Guichard, Perfumer
The powerful imagery of a beige horse on a vast coastline provides an evocative backdrop for Adam Driver‘s athleticism and explores Riccardo Tisci’s codes of duality and the power of the animal kingdom.
Through the vivid metaphor of a man becoming a mythical creature in the mighty sea, the campaign illustrates the story of a man leaping into the unknown, overcoming overwhelming struggles and transforming himself into something new, while remaining true to himself.