‘Effortless style’ from Peroni

Last year it was a boutique that didn’t sell anything; this year, Peroni Nastro Azzurro has opted for a mobile cinema, projecting the brand’s new record-length advert onto famous landmarks in London – just one part of a £4 million campaign

Peroni’s new three-and-a-half-minute television advert pays homage to Federico Fellini’s La Dolce Vita, a film that has been associated with Italian “effortless style” ever since its release back in 1960.

The advert, which stars Landi Swanepoel and Ruben Quesada, will be broadcast in cinemas and on More4. Last month the touring cinema took to the streets to broadcast a five-minute version of its tribute to La Dolce Vita, projecting it onto various cultural and iconic spaces in London. Passers-by were able to relax in cinema seats and enjoy small bags of popcorn.

The new multifaceted campaign also includes billboard and print media by the renowned photojournalist Tom Stoddart, as well as a new panoramic 3D website featuring monthly podcasts.

Peroni launched its new look and positioning a year ago and has experienced significant growth since then. An association with stylish, decadent La Dolce Vita is likely to reinforce the brand’s intention to represent “Italian style in a bottle”.

db May 2006