Raffles Hotel’s butler casts his spell in star-studded London campaign

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Raffles Hotels & Resorts has launched the second chapter of its celebrated global campaign, “The butler did I=it”, this time set against the grand backdrop of Raffles London at The OWO.

The campaign once again stars model Tim Easton as the inimitable Butler, who now attends to a new line-up of guests including Henry Golding, Oli Green, Jacquetta Wheeler, Stephanie Grainger, and Amalie Gassman. Shot within the storied walls of the Old War Office, the series continues the witty, fashion-forward storytelling first unveiled at Raffles Singapore last year.

Under the creative direction of Trey Laird, with photography by Dylan Don and styling by Robert Rabensteiner, the campaign blends Raffles’ signature sense of theatre with high-fashion flair. Vignettes showcase the Butler’s magical touch across experiences unique to Raffles London—from private afternoon tea in The Drawing Room, to a bespoke bedtime story, and even a royal wake-up call courtesy of the King’s Piper.

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The campaign will roll out globally across print, digital video, digital display, and paid social.

The first chapter of the campaign, launched in Singapore last year, featured Waris Ahluwalia, Robert Rabensteiner, and May Siu, celebrating Raffles’ legendary service through a lens of charm and mystery. This new edition channels quintessentially British sophistication while playing on the OWO’s history as the former Old War Office, once frequented by some of England’s most notable spies.

Alongside the campaign, Raffles has also introduced “The butler did it experiences”, bespoke packages curated by Raffles Butlers, offering exclusive cultural access and showcasing the richness of each destination.

The campaign arrives as Raffles continues its global expansion, with recent openings in Jaipur and Sentosa, and future launches slated for Jeddah, Lake Como, Los Cabos, Shanghai, and Tokyo. More than a campaign, “The Butler Did It” reinforces a tradition that has defined the brand since 1887: service so personal, it feels like magic.

“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," said Omer Acar, CEO of Raffled Hotels & Resorts.

"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," added Acar.

In tandem, Trey Laird, founder of Team Laird, added "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 Laird.

Alongside the new London chapter, the campaign builds on its debut instalment launched at Raffles Singapore, the brand’s flagship property. That first edition introduced audiences to the Butler’s world of intuitive care, showcasing how Raffles’ signature service extends far beyond expectations — from private tours to last-minute tickets — delivered before a guest can even ask.

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