This advert immediately has a lot going for it - two modelling superstars joining forces... wearing nothing but the classic Burberry trench coat. The campaign was all shot in black and white, keeping it simple and in conjunction with the minimalistic theme - very natural hair and make-up, and minimal clothing. The only part of colour in the advert is the fragrance bottle, drawing attention to it and making it clear what is being sold. 'The fragrance itself was created with Francis Kurkdijan to represent the brand's classic trench coat' (Vogue.co.uk, 2014). From the advert, however, it is not clear that the perfume in anyway represents the trench coats; except, perhaps, via its colour. 'My Burberry features notes of geranium, freesia, sweet pea and damask and centifolia roses to call to mind an English country garden after the rain' (Vogue.co.uk, 2014). Again, none of this is demonstrated through the visual ads.
The advert is intended for a more wealthy audience, and judging by the minimal writing and the elegance of the whole piece, an older audience. On the other hand, having both Cara Delevingne and Kate Moss - aged 18 years apart - in the same ad, suggests perhaps targeting a younger audience as well. This advert was seen both on TV screens and in magazines/online, again targeting a varied audience. Selling strategies include creating the idea of a seductive, free and fun-loving attitude - as if, by buying the product, viewers too can achieve this.
http://www.vogue.co.uk/beauty/2014/09/02/kate-moss-cara-delevingne-my-burberry-perfume-advert
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