British luxury clothing brand Barbour has just unveiled its Christmas campaign, featuring the return of fan-favorite character Shaun the Sheep created by award-winning animation studio Aardman.
Dubbed "Shaun the Sheep x Baa-bour," the effort marks the second collaboration between the luxury brand and the animated ovine, who appeared in a Barbour Christmas campaign last year.
While last year's spot saw Shaun and his friends attempt to repair The Farmer's waxed jacket, this year's ad spotlights Barbour's selection of beanies, scarves, and other accessories.
View this post on Instagram
In a press release, Barbour Group Commercial Director Paul Wilkinson highlighted the heritage brand's excitement to be once again collaborating with the legendary animation studio after the success of last year's campaign.
Wilkinson also pointed out the many similarities between Aardman and Barbour, both of which are British brands that value craftsmanship, detail, and quality.
"The Barbour and Aardman customer is multi-generational, which was a big part of the inspiration behind this campaign," he continued.
Wilkinson ended his statement by sharing that the brand has produced 30 limited-edition Re-loved wax jackets inspired by 2023's Shaun the Sheep campaign, supporting global charitable organization Oxfam.
View this post on Instagram
The one-of-a-kind jackets will feature faux shearling lined inner, cuffes, and full collars, and will be decorated with a "Baabour" Shaun the Sheep pin badge, key ring, and front pocket embroidery.
Each jacket will then be hidden in Oxfam shops across the country for lucky customers to discover and purchase. A few pieces will also be sold on the Barbour website, with all proceeds going to Oxfam.
Barbour has built a strong campaign by partnering with a beloved character that appeals to audiences of all ages and backgrounds.
It's the perfect brand partnership for the holiday season, giving the heritage brand a touch of whimsy and charm.
Staying Warm with Baa-bour
The spot opens on the Mossy Bottom farm, where Bitzer the sheepdog is conducting a Christmas choir comprised of Shaun and The Flock.
In a hilarious twist of irony, the sheep are shown to be freezing in the cold, with frost forming on their noses as their teeth chatter loudly.
Meanwhile, Bitzer remains comfortable in his Barbour beanie and scarf.
View this post on Instagram
After the sheep freeze up and fall over, Bitzer gets a brilliant idea and speeds off into town on his red scooter. Not long after, he returns with shopping bags full of Barbour accessories.
The sheep cheer and excitedly reach for the warm clothes, which seem to do the trick.
Now feeling warm and cozy in their new threads, they begin singing in perfect harmony, only stopping to hide their music from The Farmer, who passes by carrying a Christmas tree.
Barbour also shared some exclusive footage from the making of the campaign, showing how Aardman animations brought it to life.
It's the season for holiday campaigns as brands try to stand out among the competition to take advantage of the gift-giving season.
Earlier this week, British supermarket chain Sainsbury's launched a Christmas ad starring another beloved animated character, Roald Dahl's BFG.
