The Adam Driver perfume ad is a viral 2021 commercial for Burberry Hero, a modern woody fragrance line for men. Directed by acclaimed filmmaker Jonathan Glazer and set to FKA Twigs’ song "Two Weeks," the advertisement features actor Adam Driver sprinting alongside a horse on a beach, swimming into the ocean, and metaphorically fusing with the animal into a mythical centaur figure.
The Origin and Creative Vision Behind the Burberry Hero Campaign
Launched in July 2021, the Burberry Hero campaign represented a dramatic strategic shift for the British luxury house under the creative direction of Riccardo Tisci. Rather than relying on standard luxury fragrance tropes—such as dinner jackets, cityscapes, or traditional romantic chases—Burberry sought to present a bold exploration of modern masculinity, duality, and the relationship between humanity and nature.
To execute this vision, Burberry recruited British film director Jonathan Glazer, celebrated for his visionary feature films such as Under the Skin (2013), Sexy Beast (2000), and later the Academy Award-winning The Zone of Interest (2023). Glazer brought an avant-garde cinematic style to the project, prioritizing raw physical intensity and visceral natural imagery over polished studio glamour.
The campaign's imagery relies heavily on symbolic metamorphosis. Driver and a majestic horse gallop across a windswept coastline, charging headlong into crashing ocean waves. The fluid editing and striking camera angles culminate in a haunting final frame: Driver emerging from the surf on a sunlit shoreline, fused seamlessly with the horse to evoke the legendary centaur. According to Burberry's campaign notes, the visual metaphor captures the essence of a man embarking on a journey of self-discovery, embracing freedom, strength, and transformation.
The print campaign was photographed by renowned fashion photographer Mario Sorrenti, whose high-contrast portraiture highlighted Driver’s muscular physique alongside the natural grace of the horse, grounding the surreal concept in striking black-and-white and rich earth-toned fine art photography.
Why the Commercial Became a Viral Cultural Moment
Upon its release, the Burberry Hero commercial immediately caught the attention of global audiences, generating millions of views across YouTube, TikTok, X (formerly Twitter), and Instagram within days. Several key factors contributed to its widespread viral reach and lasting pop-culture footprint:
1. Subversion of Fragrance Advertising Clichés
For decades, men's fragrance commercials relied on repetitive archetypes: wealthy men driving sports cars, tailored suits in urban penthouses, or seductive encounters in dimly lit nightclubs. The Burberry Hero ad discarded these formulas in favor of elemental elements—water, sand, muscle, and horsehair. This unexpected artistic direction commanded attention in a crowded media landscape.
2. Adam Driver’s Unconventional Stardust
Adam Driver occupies a unique place in contemporary cinema. Known for his roles in Star Wars, Marriage Story, Girls, and Paterson, Driver possesses a distinct physical presence, intense screen charisma, and non-traditional Hollywood looks. His physical commitment to the shoot—running barefoot at full speed along beach terrain and swimming in open ocean water alongside a trained horse—gave the commercial an authentic, unvarnished physicality.
3. The Power of the Soundtrack
The commercial's atmospheric soundtrack plays a vital role in building tension and elegance. Glazer set the footage to the slow-burning synth production and ethereal vocals of FKA Twigs’ hit track "Two Weeks". The hypnotic electronic beat accelerates in tandem with the horse and actor, building to a dramatic crescendo as both dive into the ocean waves.
4. Internet Meme Culture and Public Engagement
The surreal image of Adam Driver transforming into a centaur spawned thousands of social media reaction videos, fan commentary, and humorous memes. Rather than diluting the brand, this organic online engagement expanded the campaign's reach beyond traditional luxury consumers to younger demographic groups, cementing the commercial as one of the most memorable advertisement releases of the 2020s.
Detailed Breakdown of the Burberry Hero Fragrance Collection
While the visual campaign captured global headlines, the underlying product—the Burberry Hero fragrance collection—was engineered by master perfumer Aurélien Guichard to mirror the raw, grounding themes of the ad. The scent portfolio centers on a signature trio of cedarwood oils sourced from three distinct continents, creating a complex woody foundation.
Burberry Hero Fragrance Pyramid (Eau de Toilette)
- Top Notes: Bergamot (Bright, Citrusy, Refreshing)
- Heart Notes: Juniper Berries & Black Pepper (Spicy, Aromatic, Energetic)
- Base Notes: Cedarwood Trio (Virginia, Atlas, Himalayan Cedars)
Burberry Hero Eau de Toilette (Released 2021)
The original fragrance launched alongside the Adam Driver ad is an aromatic woody composition built for daily versatility:
- Top Notes: Italian Bergamot, bringing a bright, invigorating citrus opening.
- Heart Notes: Juniper Berries and Black Pepper, adding a crisp, spicy, and resinous energy.
- Base Notes: A trio of warm Cedarwood oils—Virginia Cedar (dry and pencil-shavings woody), Atlas Cedar (rich, warm, and slightly sweet), and Himalayan Cedar (earthy, balsamic, and deep).
The Eau de Toilette (EDT) offers a fresh, clean opening that transitions quickly into an earthy, vibrant woodiness suitable for office wear, casual daytime outings, and warmer weather.
Burberry Hero Eau de Parfum (Released 2022)
Following the success of the original release, Burberry introduced the Eau de Parfum (EDP), a richer, darker, and more sensual interpretation of the original DNA:
- Key Additions: Pine needles and Benzoin resin.
- Scent Profile: Opens with fresh pine needles before settling into a warm heart of incense and benzoin resin, supported by the signature three-cedarwood base.
- Performance: Higher oil concentration provides superior projection and longevity, making it an ideal choice for fall, winter, and evening occasions.
Burberry Hero Parfum (Released 2024)
The most concentrated iteration in the lineup intensifies the woody core even further, offering a dense, sophisticated profile designed for fragrance enthusiasts seeking maximum depth:
- Key Notes: Amyris oil, Cypriol oil, and an elevated concentration of cedarwoods.
- Scent Profile: Deeply resinous, smoky, and warm with subtle leather-like undertones.
- Performance: Long-lasting skin presence with a dark, refined trail that emphasizes the smoky facets of cedar and amyris.
Comparing the Burberry Hero Fragrance Lineup
To help choose the right edition, the following table compares the main characteristics of each fragrance in the Burberry Hero collection:
| Fragrance Edition | Launch Year | Key Top & Heart Notes | Dominant Base Notes | Ideal Season & Wear | Longevity & Projection |
|---|---|---|---|---|---|
| Burberry Hero Eau de Toilette | 2021 | Bergamot, Juniper Berries, Black Pepper | Cedarwood Trio (Virginia, Atlas, Himalayan) | Spring / Summer; Daily & Workplace | Moderate (5–7 hours); Moderate projection |
| Burberry Hero Eau de Parfum | 2022 | Pine Needles, Incense | Benzoin, Deep Cedarwood Trio | Autumn / Winter; Evening & Dates | Long-lasting (7–9 hours); Strong projection |
| Burberry Hero Parfum | 2024 | Amyris Oil, Cypriol, Warm Spice | Concentrated Smoky Cedars, Amber | Fall / Winter; Special Occasions | Very Long-lasting (9+ hours); Close to intimate projection |
Behind the Scenes: Production, Location, and Filming Details
Executing a commercial featuring an A-list actor running alongside a live horse in open sea water required precise planning, stunt management, and specialized cinematography techniques.
Filming Locations
The production team filmed the Burberry Hero commercial on location along the coastlines of the Canary Islands, specifically utilizing the dramatic volcanic beach landscapes of Fuerteventura and Tenerife. The island locations provided high-contrast black sand beaches, clear turquoise sea waters, and dramatic natural sunlight that gave the campaign its mythic, unpolished texture.
Working with Trained Horses and Water Filming
Filming involved trained trick horses accustomed to running alongside humans in dynamic outdoor environments. Stunt coordinators and animal handlers worked closely with director Jonathan Glazer to ensure safety during high-speed runs on sea sand and during swimming sequences in open ocean currents. Camera crews utilized high-speed tracking rigs, water housings, and drone cameras to capture close-up shots of Driver and the horse navigating the surf in sync.
Bottle Design and Visual Architecture
The physical fragrance bottle was designed by Riccardo Tisci to complement the architectural theme of the commercial. The glass bottle features an angular, faceted trapezoid shape that subtly mirrors a horse’s hoof in profile. It is finished with an embossed Burberry logo and a heavy metallic cap with an engraved TB (Thomas Burberry) monogram, reflecting the balance between raw nature and structured luxury.
How to Test and Apply Burberry Hero Fragrances
To achieve optimal performance and accurately evaluate how Burberry Hero interacts with skin chemistry, follow these application guidelines:
- Test on Skin, Not Paper: Wood-dominant fragrances like Burberry Hero rely heavily on natural skin lipids to release their complex base notes. Always spray the fragrance on your wrist or inner elbow and wait at least 30 minutes to evaluate the cedarwood drydown.
- Target Pulse Points: Apply 2–4 sprays to warm areas of the body, including the sides of the neck, behind the ears, and warm wrists. Avoid rubbing wrists together after application, as friction can crush top-note molecules and distort the fragrance's progression.
- Select Based on Setting:
- Choose the Eau de Toilette for warm weather, office environments, or after-gym fresh wear.
- Choose the Eau de Parfum or Parfum for cold weather, evening dining, formal attire, or intimate gatherings.
Frequently Asked Questions
What song is used in the Adam Driver Burberry Hero perfume ad?
The music featured in the commercial is "Two Weeks" by British singer and songwriter FKA Twigs, released on her 2014 debut studio album LP1. The song's atmospheric synths and driving beat sync with the galloping motion of the horse and ocean scenes.
Who directed the Adam Driver Burberry commercial?
The commercial was directed by Jonathan Glazer, the acclaimed British filmmaker behind feature films such as Under the Skin, Sexy Beast, and The Zone of Interest, as well as classic music videos for Radiohead and Jamiroquai.
Did Adam Driver actually swim with a horse during filming?
Yes. Filming took place on location in the Canary Islands, where Adam Driver ran on open beach terrain and swam alongside a trained horse in sea surf. CGI was used primarily for the final visual transformation shot where human and equine features merge into the centaur figure.
What does Burberry Hero Eau de Toilette smell like?
Burberry Hero EDT is a fresh, crisp, woody fragrance. It opens with bright citrus bergamot and energetic juniper pepper notes, which settle into a clean, grounding base of three distinct cedarwood oils (Atlas, Virginia, and Himalayan cedar).
Where was the Adam Driver Burberry perfume commercial filmed?
The campaign was filmed on the coastal beaches of the Canary Islands, using the region's striking volcanic shorelines, coastal surf, and high natural sunlight to create a cinematic setting.
What is the difference between Burberry Hero EDT and EDP?
Burberry Hero Eau de Toilette is lighter, fresher, and more citrus-forward, making it ideal for casual daytime wear. Burberry Hero Eau de Parfum is richer, warmer, and longer-lasting, incorporating added notes of pine needles, incense, and benzoin resin for evening or cold-weather use.
Summary and Final Recommendation
The Adam Driver Burberry Hero perfume ad stands out as a high-water mark in modern luxury marketing, combining Jonathan Glazer's auteur filmmaking with an intense performance from Adam Driver. By eschewing conventional luxury advertising tropes in favor of raw natural symbolism, the campaign successfully refreshed Burberry's fragrance portfolio for a modern global audience.
For consumers seeking a modern woody signature scent:
- Start with Burberry Hero Eau de Toilette if you prefer a clean, versatile daily fragrance rich in fresh cedarwood and citrus.
- Opt for Burberry Hero Eau de Parfum or Parfum if you prefer deeper, warmer wood compositions suited for cold weather and evening occasions.
