The fight for people’s backs are real, how do you get your jacket worn? When every other brand all claims superiority.

Is it time you get beyond specs, and embrace stories?

Consider these three ways in.

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1. Burberry:It’s Always Burberry Weather

Why complicate things?

Okay so a star studded cast in the latest Burberry campaign helps.

But that’s not why I like this campaign.

Quintessentially this idea is so simple.

→ It taps into a truth about the British weather

→ Delivers the functional proof of such an iconic product

→ Captures the essence that Burberry is for everyone

2. Vollebak: The Apocolypse Jacket

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3. Berghaus: Culture back creativity

Berghaus didn’t make this ad—culture did.

Here’s why:

The Mera Peak jacket, first launched in 1991 for mountaineers, became iconic in Northern youth culture.

From the football terraces to rave dance floors, it became a symbol of 90s casual culture. So when Berghaus relaunched it this year, they honored this cultural moment.

But the real smart move was giving full creative control to taskmaker Glenn Kitson.

His free creative rein ensured the story was told with authenticity—an approach far beyond typical advertising.