Birra Moretti is launching the latest instalment of its Enjoy Life’s Simple Pleasures platform, which highlights its Italian heritage by promoting the joy of good beer, good food and good company.
The brewer was founded in Udine in 1859 and is now be owned by Heineken but is keen to stress that its roots are still firmly in “the Beautiful Country”.
Fronted by multiple Emmy and Golden Globe Award-winner Stanley Tucci, the new ad by Lucky Generals is built around the idea that The Devil Wears Prada star is such a perfect fit for the brand that he would rather live its philosophy than simply advertise it.
Designed as a twist on the traditional celebrity ambassador campaign, rather than putting Tucci in an ad telling people to slow down and enjoy life, Birra Moretti lets him demonstrate it by disappearing from the ad altogether.
The campaign starts before the ad even lands, with Tucci apparently being spotted “in the wild” enjoying long lunches, good food and good company while ignoring increasingly polite requests from Birra Moretti to check his emails.
The spot then reveals a production crew waiting for the celebrity to arrive, when it cuts to a video of Tucci having a meal on an Italian terrezo as he quips: “Hi, it’s me. I apologise for missing the shoot today but I’m here having lunch with some very old friends.” He then picks up a bottle of Moretti and adds: “Oh yeah, cheers. See you soon”.
The activity then continues across social, PR, creators and OOH.
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