SAB Miller launches new Peroni ad

18 April, 2011

SABMiller has launched a new Peroni Nastro Azzurro global ad campaign that celebrates the Italian summer.

The television and cinema advert features triple-platinum Italian artist Mario Biondi's rendition of Motown classic “My Girl” and is set around lake Como in Italy.

Creative agency The Bank attempted to “capture the spontaneity and charm of Italy during the summer months”.

According to the brand, stylist David Hawkins’ dressing of the cast in “beautiful summer fashions” and the use of hand-held Bolex cameras created a “stylish and timeless” film.

The ad, which will debut in UK cinemas before an international roll out, follows former Peroni campaigns La Dolce Vita, Blue Ribbon, and Senza Tempo.

Claudia Falcone, Peroni Nastro Azzurro’s global marketing manager said: “Our film Primavera/Estate (spring/summer) captures our unique Italian passion, bringing La Bella Stagione (the beautiful season) to life.

“With the release of this new campaign, Peroni Nastro Azzurro is pleased to continue its commitment to working with some of Italy’s most gifted and passionate artists.”


Nick Strangeway

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