But Burton is Everywear (on posters too) with its clever new spelling and its highly memorable image of a huge machine-embroidered label.
It's wordplay, cleverly focused on chaps' new vocabulary which is full of ware, hardwear and softwear. But it has taken a major theme from advertising directed at women: the notion of multiple lives and responsibilities, different moods and the different kits to go with them. Men are getting like that, too, is the theme - and Burton is equally versatile.
So we have our moody track-suited hero in Brando mode knocking a punchbag about in a room that's more Mile End than City Yuppie. And that's hardwear - with the automated needle stitching it out in gold on maroon.
Next we have the (same?) man in newer mode in a lilac - I swear it - bathroom bathing a baby, then holding the delicious cult accessory high in the air and kissing it. Now we've seen lots of man-and-baby shots since 1990 (usually with bare- chested men, though not here). But there's a neat little point to this one: the softwear label.
And we close on the Burton fascia - gold on maroon - at night. With a big store in a big town. Everywear.
This commercial, which will probably win no prizes for artiness or attitude, actually sets up a clever precedent, and will be copied: the notion of men becoming portfolio human beings is an intelligent steal from women's advertising. The punning is simple and clever and the use of stitching labels - the core image of the whole rag trade - is a coup. But best of all they've stuck to a branding route and avoided the pitfall of actually showing clothes.
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