Barbour embraces British animation once more in time for Christmas

Barbour seldom makes adverts for the screen, but when it does it teams up with the finest British animation studios—and 2024 is no exception.

Certain international events offer brands a ‘free pass’ when it comes to breaking character. We’re reminded, for example, of BMW’s catalogue of April Fools’ campaigns, which deviate strongly from the motoring giant’s carefully honed sleek, masculine aesthetic.

Christmas too is a time for loosening the proverbial brand necktie and embracing the spirit of Yule Tide cheer. 

And, one brand that’s carved a particularly strong inclination for this strategy is British outerwear retailer, Barbour.

Barbour is no stranger to OOH-based advertising, with its "Weather Comfort" campaign highlighting the brand’s waterproof and weatherproof collections, which ooze practicality and durability for the British outdoors. "For The Free Spirited", meanwhile, shows that despite the brand’s reputation for tradition, it’s not averse to a user-driven social campaign encouraging customers to share personal Barbour stories.

While Barbour does indulge in the odd celebrity and brand collaboration on film, the moving image, in general, is a bit too new-fangled for Barbour, except at Christmas, when the brand chooses to manifest its fun side on a larger scale, without sacrificing its British sensibilities.

2023 saw the brand teaming up with Aardman Animations to feature Shaun the Sheep in a stop-motion style, which aligns with Barbour's emphasis on British craftsmanship and nostalgia. It was an apparent win for the brand, as this year’s campaign again brings the woolly icon back to Barbour’s holiday theme, with the creative agency Thinking Juice and Aardman working closely to deliver a playful and heartwarming ad centred around British heritage and the brand’s practicality for the snowy season.

Tales of Christmas past

Barbour knows what it’s doing when it comes to calculated marketing risks, and the use of Aardman Animations once again is in line with its homely brand values. Past years have seen similar tactics, such as 2018’s use of Raymond Briggs’ The Snowman animation crossover.

Barbour has also produced animated holiday ads featuring Paddington Bear, focusing on themes like sustainability and re-waxing jackets, which celebrate the brand's commitment to quality over fast fashion.