The U.K.'s Burton Menswear is trying to shed its very conservative image for a racier, more macho approach. In the wake of the repositioning, a national outdoor and print campaign kicked off this month via Mellor Reay & Partners, L ondon. Burton calls itself the "Gentlemen's outfitter" in the new advertising, even after its tough-guy image makeover. Copywriter: John Elsom. Art director: Ken Sara.