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Burberry is going all in on video content for the launch of its Mr. Burberry fragrance. After hiring 12 Years a Slave director Steve McQueen to shoot a three-minute campaign clip — nothing much happens in it, but the vibe is incredibly dramatic... and sexy — the brand is now sponsoring a series of short films created by British GQ. To overpower potential viewers' short attention spans, the first video stars "Game of Thrones" and "X-Men Apocalypse" star Sophie Turner. Everyone loves Sansa.
In the fictional short, Turner wanders around a fancy hotel room, telling a friend about last night's encounter with a mysterious stranger, who skipped out in the morning. (The series is called "The Night Before"; this is "The Departure.") This video has everything: English accents, evening dresses, sex (no actual sex pictured), a living member of the Stark family. What more could you ask for? A plot?
While it's nice to see Turner in contemporary clothing for a change, the film is mostly an example of Burberry's aggressive approach to digital marketing. The brand gotten a lot of credit for being an early adopter of new technology; it was the first fashion label to start testing out Twitter's buy button, and the first to create a channel on Apple Music. It's not surprising that it would go deep on sponsored content, too.
Watch the full video below, and stay tuned for the next two films, which will star actresses Joséphine de La Baume and Sai Bennett.