When your mother is Gwyneth Paltrow and your father is Coldplay frontman Chris Martin, your first job will never be flipping burgers or pulling pints.

So Moses Martin's star billing for Burberry's new Escape to the Countryside campaign is as predictable as the sun rising in the east – albeit surprising in a different way.

For, of all the Martin family, 20-year-old Moses has always kept a low profile. In May, his sister Apple, 22, was unveiled as the new face of Chloe, her first major campaign for a luxury house.

Less than two months later, Moses has followed in her footsteps.

But this is not a dose of healthy sibling rivalry – Moses has no desire to become a model or actor. 

In fact, although he's studying at Brown, the Ivy League university in the US, he's intent on becoming a musician – just like his dad.

If Chris, 49, is a musical role model, he's also a sartorial one.

Photographed at an English country manor in Northamptonshire, in one image, Moses wears a polo shirt layered over a white long-sleeved top – one of the Coldplay frontman's favourite looks. 

But the real point of the campaign isn't the modelling: it's the music.

The soundtrack features the new single from People I've Met, a New York-based alt-rock band fronted by none other than… Moses Martin. 

Titled For Hire and featuring Moses on lead vocals and guitar, listeners can make up their own minds whether or not it sounds like a certain multi-platinum selling British rock band.