THE BUTLER IS BACK
Raffles Hotels & Resorts is delighted to introduce the second chapter of its celebrated ‘The Butler Did It’ campaign—a clever continuation of the story first told in Singapore, newly set against the grand backdrop of London.
September 17thWorldwide
Now the inimitable Butler, once again played by renowned model Tim Easton, attends to a glittering new cast of hotel guests, including Henry Golding, Oli Green, Jacquetta Wheeler, Stephanie Grainger, and Amalie Gassman, as they check in at Raffles London at The OWO, one of the brand’s most notable recent debuts.
Under the continued creative direction of Trey Laird, with photography by Dylan Don, and styling by Robert Rabensteiner, the campaign blends Raffles’ sense of theatre with a fashion-forward wink. Through striking imagery and cinematic video, the narrative unfolds within the storied walls of the Old War Office.
Captivating moments are brought to life by the ever-resourceful Butler, from private afternoon tea in The Drawing Room, to a bespoke bedtime story, and a royal wake-up call courtesy of the King’s Piper. Each vignette delivers a playful yet elegant expression of Raffles’ signature offering service so personal it feels like magic. The campaign will launch globally across print, digital video, digital display, and paid social.
“At Raffles Hotels & Resorts, our butlers are more than a hallmark of service and hospitality—they epitomise our brand’s spirit, representing over a century of quiet artistry, graceful anticipation, and moments of emotionally intuitive care that are as individual as our guests. In bringing ‘The Butler Did It’ to London, our inspirational creative team has once again reimagined this tradition through a lens that is witty, whimsical, and unmistakably Raffles,” said Omer Acar, CEO, Raffles Hotels & Resorts.
The first chapter of ‘The Butler Did It’, unveiled last year, brought the brand’s signature butler service to life in Raffles Singapore and featured Waris Ahluwalia, Robert Rabensteiner, and May Siu. In this new setting, the campaign channels quintessentially British sophistication while celebrating the many ways in which a stay with Raffles is intimate, enchanting, and effortlessly glamorous. The images also feature an air of mystery perfectly suited to Raffles London at The OWO, where some of England’s most notable spies walked the halls when it served as the Old War Office.
“Our vision for ‘The Butler Did It’ has always been to bring Raffles’ unique spirit to life—blending elegance with a hint of intrigue and showing a guest experience that is as stylish and witty as it is warm. Raffles London at The OWO, with its grand history and vibrant setting, offered an extraordinary stage for the campaign’s next chapter, giving the Butler new opportunities to create moments that are as unexpected as they are unforgettable,” said Trey Laird, founder of Team Laird.
In recognition of the campaign, Raffles has also unveiled ‘The Butler Did It Experiences,’ bespoke packages curated by Raffles Butlers to offer exclusive access and showcase the cultural richness of every Raffles destination in a one-of-a-kind way. As Raffles continues its thoughtful global expansion—with recent openings in Jaipur and Sentosa, and future destinations including Jeddah, Lake Como, Los Cabos, Shanghai, and Tokyo—’The Butler Did It’ offers travelers a fresh perspective on a tradition that has defined the brand since 1887. The campaign is both a celebration of Raffles’ heritage and a promise to create moments of extraordinary care and connection. Wherever the journey goes next, one thing is certain: at Raffles, ‘The Butler Did It.’
You can view the campaign at: raffles.com/the-butler-did-it