Peroni Nastro Azzurro continues with its trademark combination of timeless style and setting with the launch of Vita al Mare
Frank Sinatra sang about it, the great Roman general and emperor Tiberius fell in love with it, and ice-cool starlets Sophia Loren and Grace Kelly added to – but didn’t eclipse – its beauty; there’s no denying that the Italian Isle of Capri is still one of the places to be.
With a reputation for style that remains up to date, what better location for Peroni Nastro Azzurro to launch its new global advertising campaign, aptly titled Vita al Mare – life by the sea?
The campaign features a cinematic advert, directed by acclaimed Swedish director Kalle Gustafsson (Storia d’Amore) that tells the simple but heartfelt tale of a starlet who undergoes a journey, escaping for one day the trappings of fame and fortune.
Watch Vita al Mare on YouTube.
Developed by creative agency The Bank, the advert pays homage to another timeless classic with its striking soundtrack, which features a re-recording of Here Comes The Sun.
The new recording even took place at Abbey Road studios in London – the birthplace of the original – with up-and-coming Italian singer Valeria Pozzo handling the vocals. As an added twist, the new version celebrates the 45th anniversary of the original, which was recorded on 7 July 1969, during the last beautiful summer of the sixties.
Vita al Mare sees The Bank celebrate a decade of successful collaboration with Peroni Nastro Azzurro. Matt Cowley, The Bank’s CEO, is particularly proud of his new creation, seeing it as a natural extension of the famous Italian style that proved so influential in what was already the most stylistically revolutionary decade of the 20th century.
It’s a theme that has run through Peroni Nastro Azzurro’s previous campaigns, mixing the classic with the contemporary. One idea flirted with the golden age of cinema in homage to Fellini’s 1960 masterpiece La Dolce Vita, while another entitled Primavera/Estate and set in Lake Como featured Italian recording artist Mario Biondi’s version of the classic song ‘My Girl’. And who could forget the iconic and fast-paced Blue Ribbon which added an ultra-modern twist to classic Italian style with the help of a very distinctive shade of blue paint.