Adam Driver starred in Burberry’s viral 2021 campaign for its flagship men's fragrance, Burberry Hero. Directed by acclaimed filmmaker Jonathan Glazer and set to FKA Twigs’ track "Two Weeks," the commercial features Driver sprinting alongside a horse along a coastal shoreline, swimming through turbulent ocean waves, and ultimately metamorphosing into a modern centaur.
The Cultural Impact and Internet Explosion of the Centaur Campaign
When Burberry released the campaign film for Burberry Hero in July 2021, it immediately became a major cultural talking point across social media platforms, entertainment news outlets, and the fashion industry. The image of Adam Driver—an actor known for his intense dramatic performances, towering physical presence, and unconventional Hollywood charisma—running bare-chested into the surf alongside a galloping horse caught audiences entirely off guard.
Rather than relying on traditional male fragrance tropes like high-speed sports cars, tailored tuxedos, or seductive nightlife scenes, the advertisement leaned heavily into surrealism and mythology. The final frame of the campaign video, showing Driver's upper body seamlessly merged with the torso of a horse standing against the ocean horizon, triggered thousands of memes, reaction videos, and analytical essays across Twitter, TikTok, and Instagram.
Beyond the initial wave of internet humor, industry observers recognized the campaign as a commercial and artistic triumph. By leaning into Driver’s distinctive physicality—honed through his training in the U.S. Marine Corps and demanding film roles in Star Wars, Girls, and BlacKkKlansman—Burberry crafted an image that felt simultaneously primal and vulnerable. The campaign successfully generated hundreds of millions of organic impressions within weeks, positioning Burberry Hero as one of the most talked-about fragrance launches of the decade.
The Creative Team: Jonathan Glazer's Directorial Vision
The striking visual identity of the Burberry Hero commercial is largely attributable to its director, British filmmaker Jonathan Glazer. Known for directing critically acclaimed feature films such as Under the Skin, Sexy Beast, and The Zone of Interest, Glazer brought a cinematic, unvarnished aesthetic to what could have easily been a conventional beauty advertisement.
Visual Progression of the Burberry Hero Commercial:
- Driver Sprints on Coastal Shoreline
- Parallel Gallop with Horse
- Synchronized Ocean Swim
- Mythological Centaur Fusion
Glazer eschewed heavy studio lighting and artificial set pieces in favor of natural sunlight, high-contrast marine landscape photography, and visceral kinetic camera movements. The commercial was shot on location along the volcanic coastlines of Tenerife in the Canary Islands, providing a stark backdrop of dark sand, white sea foam, and rugged rock formations. Glazer used high-speed tracking shots to capture the raw physical effort of both man and animal, emphasizing muscle tension, splashing water, and heavy breathing over polished glamour.
The Impact of the Soundtrack
The atmosphere of the ad is amplified by its soundtrack choice: FKA Twigs’ 2014 hit single "Two Weeks." Produced by Arca and Emile Haynie, the track features a slow-burning, electronic beat overlaid with hypnotic, ethereal vocals.
The juxtaposition of FKA Twigs' sensual, electronic r&b rhythm against the hyper-physical imagery of Driver racing a horse creates an unsettling tension. The beat swells in tandem with the visual pacing, reaching its peak as Driver dives into the ocean waves and emerges transformed on the beach.
Mythological Symbolism and Redefining Modern Masculinity
At the core of the Burberry Hero campaign lies the ancient myth of the centaur—a creature from Greek mythology featuring the torso of a human attached to the body of a horse. Historically, centaurs represented dualities: the tension between human intellect and animal instinct, civilization and wild nature, emotional vulnerability and unyielding physical strength.
THE CENTAUR DUALITY IN BURBERRY HERO:
- HUMAN INTELLECT & EMOTION
- Modern vulnerability
- Self-discovery & freedom
- Refined artistic expression
- ANIMAL INSTINCT & POWER
- Raw physical energy
- Natural, elemental force
- Unbridled agility & strength
Under the creative direction of Riccardo Tisci, who served as Burberry's Chief Creative Officer at the time of the launch, the campaign sought to re-examine what modern masculinity looks like. Tisci intended the fragrance and its imagery to challenge rigid definitions of manhood.
- Duality of Man and Nature: Rather than dominating the animal or the natural environment, Driver’s character runs alongside the horse in mutual rhythm, suggesting harmony with nature rather than conquest over it.
- Physical Vulnerability: Driver is depicted without armor, clothing, or luxury accessories. Exposed to the elements, his physical power is presented alongside emotional openness and raw effort.
- Transformation as Freedom: The fusion into a centaur symbolizes self-actualization—embracing one's inner animalistic energy to achieve true personal freedom.
This narrative marked a significant departure from standard commercial formulas for men's colognes, which historically prioritized themes of financial success, romantic conquest, or hyper-polished sophistication.
Detailed Breakdown of the Burberry Hero Fragrance Profile
While the advertisement captured international media attention, the commercial goal was to launch a distinct olfactory profile for the brand. Formulated by renowned master perfumer Aurélien Guichard at Takasago, Burberry Hero Eau de Toilette was designed to reflect the elemental warmth and freshness depicted in Glazer's imagery.
Guichard built the fragrance around a centerpiece of three distinct cedarwood oils sourced from different continents, marking a technical innovation in modern woody fragrance design.
Burberry Hero Fragrance Pyramid:
- Top Notes: Italian Bergamot, Black Pepper
- Heart Notes: Juniper Berry
- Base Notes: Virginian Cedarwood, Atlas Cedarwood, Himalayan Cedarwood
Fragrance Note Composition
Top Notes (Initial Impression):
- Italian Bergamot: Delivers an immediate burst of bright, zesty citrus that mimics the fresh ocean breeze and morning sunlight shown in the film.
- Black Pepper: Adds a sharp, spicy edge that provides immediate energy and warmth to the opening notes.
Heart Notes (Development Phase):
- Juniper Berry: Introduces a crisp, pine-like, and slightly resinous green quality. This note bridges the bright citrus opening with the deep woody foundation, evoking open coastal forests.
Base Notes (Dry-Down & Sillage):
- Virginian Cedarwood: Provides a dry, clean, and classic pencil-shavings quality that stabilizes the fragrance structure.
- Atlas Cedarwood: Contributes a rich, warm, slightly sweet, and balsamic character native to the mountains of Morocco.
- Himalayan Cedarwood: Offers a smoky, leathery, and earthy depth that anchors the scent on the skin for hours.
Comparative Matrix: Burberry Hero Fragrance Concentrations
Following the massive commercial success of the original 2021 Eau de Toilette (EDT), Burberry expanded the Hero collection to include an Eau de Parfum (EDP) version in 2022 and a Parfum concentration in 2024. Each iteration subtly alters the scent profile while maintaining the core triple-cedarwood DNA, accompanied by updated campaign imagery featuring Driver.
| Specification / Attribute | Burberry Hero Eau de Toilette (2021) | Burberry Hero Eau de Parfum (2022) | Burberry Hero Parfum (2024) |
|---|---|---|---|
| Primary Perfumer | Aurélien Guichard | Aurélien Guichard | Aurélien Guichard |
| Fragrance Family | Woody Fresh / Aromatic | Woody Amber | Deep Woody / Balsamic |
| Top Notes | Bergamot, Black Pepper | Pine Needles, Frankincense | Cypriol Oil, Amyris |
| Heart Notes | Juniper Berry | Benzoin, Incense | Cedarwood Trio |
| Base Notes | Cedarwood Trio (Virginian, Atlas, Himalayan) | Cedarwood Trio | Amber, Leather Accord |
| Longevity on Skin | 5 – 7 hours | 7 – 9 hours | 9 – 12+ hours |
| Sillage / Projection | Moderate to High (Fresh burst) | Moderate (Warm aura) | Intimate to Moderate (Dense) |
| Ideal Season | Spring / Summer / Daytime | Autumn / Winter / Evening | Cold Weather / Nighttime |
| Bottle Aesthetics | Angular clear glass, dark cap | Deep amber glass, dark cap | Opaque dark brown/black glass |
Behind the Scenes: Physicality, Stunts, and Production Realities
One of the key reasons the Burberry Hero commercial achieved such high engagement was the authenticity of its physical execution. Unlike many luxury advertisements that rely heavily on body doubles or green screens, Adam Driver performed the vast majority of the practical ocean and shore work himself.
Training and Physical Conditioning
Preparing for the shoot required intense physical preparation. Driver, who stands at 6 feet 2 inches, had to maintain an exceptional level of cardiovascular fitness to sprint repeatedly through wet, heavy sand and swim against real ocean currents.
- Ocean Swimming with Horses: Swimming alongside live horses in open water is notoriously dangerous due to the strength of horse hooves and unpredictable waves. Driver underwent specialized aquatic coordination training to maintain proximity to the animal safely.
- Military Discipline: Observers on set noted that Driver’s background as a U.S. Marine contributed to his work ethic during cold, physically demanding water takes in Tenerife.
- CGI Integration: The final transformation into a centaur utilized practical shots of Driver’s movement blended with high-resolution visual effects produced by Framestore. Visual effects artists studied horse anatomy and movement mechanics to match the muscular transitions naturally.
Changing the Playbook for Luxury Beauty Campaigns
The success of Adam Driver in the Burberry Hero ad triggered a broader shift within fashion and beauty advertising during the mid-2020s. For decades, major fragrance houses relied on safe, standardized campaign templates.
EVOLUTION OF MEN'S FRAGRANCE CAMPAIGN TROPES:
- 1990s - 2000s: Monochrome Glamour
- Brooding Models
- Tuxedos & Luxury Cars
- Urban Nightlife Settings
- 2020s Onward: Surrealist Primordialism (Pioneered by Burberry Hero)
- Avante-Garde Directors
- Elemental Landscapes
- Mythological / Artistic Metamorphosis
By hiring an auteur film director like Jonathan Glazer and casting an actor known for artistic integrity over traditional model aesthetics, Burberry proved that mainstream consumers responded enthusiastically to high-concept, art-house advertising.
The campaign demonstrated that modern audiences, particularly Gen Z and Millennial buyers, value striking visual storytelling, memorable musical curation, and authentic physical performance over passive luxury staging.
Frequently Asked Questions
Who directed the Adam Driver Burberry Hero commercial?
The commercial was directed by British filmmaker Jonathan Glazer. Glazer is renowned for directing acclaimed feature films such as Under the Skin (2013) and The Zone of Interest (2023), as well as legendary music videos for bands like Radiohead and Jamiroquai.
What song plays in the Burberry Hero commercial?
The soundtrack for the ad is "Two Weeks" by British singer-songwriter FKA Twigs, taken from her 2014 debut studio album, LP1. The electronic r&b track was produced by FKA Twigs alongside Arca and Emile Haynie.
Where was the Burberry Hero ad filmed?
The campaign film was shot on location on the volcanic shorelines of Tenerife, located in the Canary Islands of Spain. The location was chosen for its dramatic contrast between black sand beaches, white surf, and open Atlantic ocean water.
What does Burberry Hero smell like?
Burberry Hero Eau de Toilette is a woody aromatic fragrance. It opens with bright citrus notes of Italian bergamot and spicy black pepper, transitions into a fresh heart of juniper berry, and settles into a warm, grounded base of three distinct cedarwood oils (Virginian, Atlas, and Himalayan).
Did Adam Driver perform his own stunts in the ad?
Yes, Adam Driver performed the majority of the practical physical actions shown in the commercial, including sprinting through heavy beach sand and swimming through open ocean waves alongside trained horses. CGI visual effects were used primarily for the final centaur transformation scene.
How many versions of Burberry Hero exist?
As of 2026, the Burberry Hero lineup includes three primary fragrance concentrations: the original Eau de Toilette (released in 2021), the Eau de Parfum (released in 2022 featuring amber and pine notes), and the highly concentrated Parfum (released in 2024 featuring deep balsamic accords).
Final Takeaways and Recommendation
The Burberry Hero ad featuring Adam Driver remains a defining benchmark in modern commercial filmmaking and beauty marketing. By combining Jonathan Glazer's auteur directorial vision, FKA Twigs' compelling soundtrack, and Driver's uninhibited physical performance, Burberry transformed a routine product launch into a lasting pop-culture event.
For consumers evaluating the fragrance itself:
- Choose the Eau de Toilette if you prefer a fresh, invigorating, pine-and-citrus scent suitable for daily wear, warm weather, and office environments.
- Opt for the Eau de Parfum or Parfum concentrations if you want a richer, warmer, longer-lasting scent dominated by deep cedarwood, incense, and amber notes suited for cooler seasons or evening events.
