Raffles Hotels & Resorts proudly unveils “The Butler Did It,” the latest campaign from the luxury hospitality brand, showcasing its legendary Butler Service in a fresh, imaginative way. Blending high fashion with a touch of intrigue, the campaign brings together an elite creative team to highlight the magic of Raffles’ guest experience, where every detail is anticipated before it’s even asked for.
Under the visionary direction of Trey Laird and captured by photographer Dylan Don, the campaign stars designer-actor Waris Ahluwalia, style icon Robert Rabensteiner, and model May Siu as quintessential Raffles guests, with legendary model Tim Easton embodying the iconic Butler. Styled by Rabensteiner, the campaign’s fashion-forward edge is set against the stunning backdrop of Raffles Singapore—where their Butler Service has been a hallmark since 1887. The heart of the campaign? Raffles butlers, who make the extraordinary feel effortless, leaving guests to simply say, “The Butler Did It.”
Launching globally across print, digital, video, and social, the campaign brings a fresh, playful energy that is quintessentially Raffles. “With a bold, vibrant aesthetic and a dash of humor, we’re celebrating what makes Raffles unique: the way our Butlers create unforgettable, magical moments,” said Omer Acar, CEO of Raffles Hotels & Resorts. “This campaign reimagines the Butler as the true hero of every guest’s journey, adding an unexpected twist to the classic service experience. We want our guests to feel that every delightful surprise, big or small, can be summed up in one phrase: ‘The Butler Did It.’”
As Raffles expands globally—welcoming new locations in Jaipur, London, Boston, Doha, and Bahrain—this international campaign invites guests to step into a world of timeless elegance and unexpected glamour. Trey Laird, known for crafting some of the most visionary campaigns for the world’s top fashion and lifestyle brands, infuses “The Butler Did It” with his signature intelligence and flair.
“Raffles is a heritage brand, but it delivers a guest experience that feels warm, modern, and full of playful charm,” Laird shares. “With ‘The Butler Did It,’ we wanted to spark the imagination, showing how a stay at Raffles can exceed even the wildest expectations. I’m thankful to the incredible creative team who helped bring this vision to life, with a style and essence that is distinctly Raffles.”
