Fashion chain Burberry has recruited George Barnett, frontman of These New Puritans, to launch its new men’s fragrance, Brit Rhythm.
The music inspired campaign will conclude with three live gigs in London, New York and Singapore and takes the form of a short film in which Barnett gets up close and personal with actress Suki Waterhouse.
This sees the model come musician spray himself with the fragrance before grabbing a guitar and strumming some tunes.
The short film dovetails with an in-store capsule collection of clothes and accessories with Facebook and Twitter users who visit their website given the opportunity to win tickets for the live events.
To be in with a chance of winning entrants must sign up for a scented temporary tattoo in the shape of the Brit Rhythm bottle.
Christopher Bailey, chief creative officer of Burberry said: “Sexy and provocative, Brit Rhythm is inspired by the exhilaration and adrenaline of live music and the electric energy of the crowd.”