Adam Driver, Oscar-nominated actor and poster boy for smoking a cigarette indoors during a Cannes standing ovation, might have realized his best function but in a brand new advert marketing campaign for Burberry chief inventive officer Riccardo Tisci’s first perfume for the model, fittingly named Burberry Hero. And it’s a story as outdated as time: man meets horse, and ostensibly finds himself.
Within the accompanying business, a shirtless Driver bounds down a seashore alongside a really stunning horse earlier than diving headfirst into the surf sporting solely a pair of slim trousers, which has turn into something of a uniform for him. Underwater, he strides up alongside the horse, as their limbs, equine and human alike, flail within the brackish sea. They seemingly make it again ashore, and within the ultimate shot, a backlit Driver stands towards the sundown, one with the horse—a centaur, able to promote you some perfume. (Lest we overlook, Burberry’s old-school emblem is a horse rider carrying a protect, and the scent’s angular bottle, the model mentioned in a press release, “is an summary reinterpretation of a horse’s hoof.”) Bear in mind these 2007 promo photographs from when Daniel Radcliffe was in Equus? It’s not not like that.
Footage from the marketing campaign made the rounds on Twitter—truthfully, virtually too handily—by means of a fan account referred to as The Adam Driver Information, who captioned the clip with a lyric from the FKA twigs music “Two Weeks,” which is featured within the video: “I quench that thirst.” (Twigs can also be a face for the brand.) Sadly, as with inherited traits in genetics, thirst merely begets thirst.
However naturally, there’s larger which means behind the sensually baffling clip. “The marketing campaign challenges the normal stereotypes of masculinity, bringing collectively horse and man, and creating a contemporary delusion,” says Burberry. “The highly effective imagery of a horse towards the huge shoreline explores Riccardo Tisci’s codes of duality and the ability of the animal kingdom. By means of the vivid metaphor of a person turning into a legendary creature within the highly effective sea, the marketing campaign illustrates the story of a person leaping into the unknown, overcoming struggles and reworking into one thing new, whereas remaining true to himself.” And wouldn’t all of us like to remodel into one thing new, whereas remaining true to ourselves?