A world famous fashion brand has unveiled a new advertising campaign – with a coastal town’s seafront featuring prominently.
Iconic British brand Burberry has showcased some of its latest collection in an advert that was partly filmed in Lowestoft.
The new two minute video on the Burberry YouTube Channel features the strapline: “It’s about that fearless spirit and imagination when pushing boundaries” from Italian designer Riccardo Tisci – the chief creative officer of Burberry Group.
The advert, which has been made in collaboration with directors Megaforce, production company Riff Raff Films and was choreographed by (LA)Horde, recreates Gene Kelly’s “Singin’ in the Rain” with a modern take.
It shows four dancers dodging numerous ice blocks on Petticoat Lane in London as they wear various pieces from Burberry’s latest collection.
As the quartet move out of the way of the falling blocks of ice, they dance through the capital to eventually reach Waterloo Road in Lowestoft as they arrive at the promenade.
One of the dancers then heads on the beach before making his way into the sea as the soundtrack – a cover of Nacio Herb Brown and Arthur Freed’s classic song, with vocals from Dreya Mac – fades.
An area of Lowestoft’s beach and seafront area was cordoned off for the filming of the advert, which took place on August 28.
With the first part of the advert filmed in London, the production company Riff Raff Films Ltd sent a letter to some residents in Lowestoft that stated the “upcoming filming” would take place “at the junction of Waterloo Road and The Promenade for a well-known brand.”
An area of beach was cordoned off between two groynes – opposite to The Hatfield Hotel and Claremont Pier – while filming on the sands took place.
It is understood that a cast and crew of around 50 people descended on Lowestoft for the filming two-and-a-half months ago.
During the filming, ‘marshals’ were in place along the promenade, with “Covid-19 protocols in place,” according to the production company.
After the unveiling of “a fantastic advert,” and with the south Lowestoft seafront featuring so prominently, an East Suffolk Council spokesman said:”We are incredibly proud to have supported Screen Suffolk with this ambitious shoot for the latest Burberry campaign - from arranging for Lowestoft’s South Beach to be closed whilst filming took place, through to ensuring the 50 members of cast and crew were able to park nearby.
“Attracted by the wide sands of the South Beach, Burberry came to Lowestoft in August, working with Screen Suffolk on a Covid-secure shoot - the first production of scale since the start of the pandemic to come to Suffolk.
“As well as showcasing our beautiful part of the world, filming brings investment into the district and Screen Suffolk estimates that around £11,500 per filming day is generated for the local economy.
“East Suffolk is open for filming and we look forward to welcoming more opportunities like this.”
‘A fabulous filming location’
The county’s official film office, Screen Suffolk, has expressed delight at Lowestoft’s starring role.
Offering a countywide one-stop film service, Screen Suffolk got involved after being contacted by Burberry, who asked about Lowestoft seafront as a potential location for their new campaign.
Screen Suffolk tweeted they “were so happy to make the beach filming happen”.
A Screen Suffolk spokesman said: “Screen Suffolk were contacted by the location team overseeing the Burberry campaign.
“They were looking for a beach and Lowestoft ticked all the boxes.
“The promenade was perfect for the dance scene they were creating.
“Screen Suffolk worked on behalf, and with the help, of East Suffolk Council to turn the shoot around quickly and efficiently.
“Everyone worked together with a tight timeframe to deliver parking, unit base space as well as exclusive access for the filming on the beach.”
A post on the Screen Suffolk website added: “We are so excited to finally be able to shout from the rooftops about this.
“Burberry loved the sandy beach and the promenade next to the beach for their performers to dance from.”
With this being “the first production of scale” to come to Suffolk since the start of the pandemic, it added: “We were perfectly placed to help make this Covid-secure shoot happen.
“The request was ambitious with 50 crew and cast needed in Lowestoft for the shots to work.”
With the filming held just before the second bank holiday in August, they added: “A large section of the beach was closed to allow for clear backgrounds and an ambitious drone shoot.
“The day of the shoot went without a hitch.
“It’s so wonderful to see the results – Lowestoft is a fabulous filming location, the wide open beaches being able to double as California and the contrasting cityscapes mean you can find all styles of location here.”
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