David and Victoria Beckham’s son, Romeo, is type cast as a cherub in Burberry’s 2014 Christmas ad, From London with Love.

The ad is either breathtakingly beautiful or Christmas schmaltz, depending on your mood. Add the borrowed interest, aka little Beckham, and the first Christmas ad of the year looks like being this year’s (viral) chart topper.

The original soundtrack, The Way That I Live, is by Ed Harcourt, and will be released on iTunes.Christopher Bailey, Burberry’s chief executive officer and chief creative officer, directed the film.

Burberry is making the most of its new 12 year old fashion ‘icon’, who began his Burberry modeling career at 10. He starred then in the brand’s Spring/Summer ad for Burberry sunglasses with fashion photographer, Mario Testino. Romeo also made it into GQ’s best dressed list when he was 8.

Young Beckham was brought out with his mum and dad and a handful of rellies, to unveil the ad at the Burberry flagship store on Regent Street for press and VIPs on Monday evening, November 3.

Bailey commented, “It continues to be an utter joy working with Romeo – he has charm, style and energy. I’m delighted that he’s the lead role in our festive campaign.”

The short film acts as “a celebration of everything we love at Burberry; the trench coat, the cashmere scarf, incredible music, our British weather, and working with great and talented people,” Bailey added.