Riccardo Tisci's tenure at Burberry has consistently been marked by a bold reimagining of the brand's identity. His first Christmas advertisement, however, represents a particularly significant departure from the house's more traditional, often idyllic, festive campaigns. This shift is largely attributable to the creative vision of Juno Calypso, the celebrated photographer and BA (Hons) Photography alumna who directed the surreal and thought-provoking film, "Close Your Eyes and Think of Christmas," for Burberry's 20XX Christmas campaign. The advert, featuring supermodel Naomi Campbell, eschews the saccharine sweetness typically associated with Christmas advertising, instead embracing a more introspective and artistically challenging approach. This article delves into the multifaceted layers of this groundbreaking campaign, examining its stylistic choices, thematic concerns, and the critical acclaim it garnered.
Burberry Says “Close Your Eyes and Think of Christmas”: A Departure from Tradition
Burberry's previous Christmas campaigns often leaned towards a romanticized portrayal of the holiday season. Think cozy scenes of families gathered around fireplaces, snow-dusted landscapes, and a general air of heartwarming nostalgia. While undeniably beautiful, these campaigns adhered to a fairly predictable formula, one that felt somewhat safe and, perhaps, lacking in originality. Tisci's vision, however, sought to break free from this established aesthetic. The tagline itself, "Close Your Eyes and Think of Christmas," subtly hints at the campaign's departure from visual clichés. It invites the viewer to engage with their own personal and potentially subjective experience of Christmas, rather than presenting a single, definitive interpretation. This invitation to introspection is a hallmark of Juno Calypso's artistic style, and it perfectly aligns with Tisci's desire to reshape Burberry's image.
Burberry’s Surreal: Juno Calypso’s Visionary Direction
Juno Calypso's distinct artistic voice is instantly recognizable. Her work often explores themes of female identity, body image, and the anxieties of modern life, often employing surreal and darkly humorous imagery. This unique aesthetic is profoundly evident in the Burberry Christmas advert. Instead of a straightforward narrative, the film presents a series of dreamlike vignettes, characterized by unexpected juxtapositions and a heightened sense of visual drama. The color palette, while incorporating the traditional Christmas hues of red and green, is often muted and atmospheric, contributing to the overall feeling of unease and mystery. The advert avoids the saccharine sweetness of typical Christmas ads, opting instead for a more complex and emotionally resonant experience. This departure from convention is precisely what makes the campaign so compelling and memorable.
Juno Calypso Directs a Star: Naomi Campbell's Powerful Presence
The casting of Naomi Campbell is another significant aspect of the campaign's success. Campbell, a legendary figure in the fashion world, brings a powerful and commanding presence to the screen. However, her portrayal in the advert is far from the typical glamorous depiction of a supermodel. Instead, Calypso’s direction allows Campbell to showcase a more vulnerable and introspective side, adding depth and complexity to the overall narrative. The interplay between Campbell's established persona and the surreal nature of the film creates a fascinating tension, prompting viewers to consider the multifaceted nature of identity and self-perception. Her presence elevates the advert beyond a mere fashion showcase, transforming it into a statement about the human condition.
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