Video of the Week – Martini Plays on its Italian Roots

Martini launched its new campaign a couple of weeks ago with new commercials and the hashtag #BeginDesire. Spoiler alert: It’s beautiful.

The world famous Italian aperitivo brand has been on our tables since 1863! Made by 3 distillers from Turin, Alessandro Martini, Luigi Rossi and Teofila Sola, the first mix of vermouth and gin was the Rosso. The Bianco, the one that is most commonly known today, was only introduced in 1910 and has been part of James Bond’s – shaken, not stirred – Vodka-Martini cocktail since Ian Fleming’s novel Diamonds are Forever in 1956. James Bond couldn’t represent the Martini brand better as his character incorporates all of the elements of Martini: elegance, glamour and desire. After all, it is an Italian brand !

In this brand new ad, Martini has chosen a poetic route to launch it new campaign with a full 2-minute-long commercial. A classy Italian man finishes his drink at a small caffè and then magically disappears. The young waitress picks up his drink and notices two words on the little Martini napkin: Begin and Desire. From now, a long and poetic run takes place in the streets of Rome.

The man that was drinking earlier, is now on the top of a building standing against a giant Martini sign. With a sign of his hand, the man makes the word Begin appear on the ground and then make it slip it into a little cobblestone street as an invitation. The woman, intrigued, approach carefully the street corner before a man with the word Desire written in the back of its suits grabs her hand to bring her in a crowded and running mob. The soft and simple music gets higher with light notes like a puppet show. The man standing against this huge Martini sign keeps orchestrating the mob, and making the words Desire and Change here and there, but also controlling people’s actions to interact with this young and beautiful waitress. He is like a puppet master, like he was the spirit of Rome, the one that controls everyone’s decisions.

This young waitress is then orchestrated through several fantastical occurrences within the mob of people, until she is put by herself in front of a building with the words “Il Futuro Sei Tu” which literally means “the future is you” just as the music stops. Now she is facing a decision: should she take this suitcase which magically appears next to her?

As the music starts back, she’s grabbing the suitcase and starts running and enter the building that was facing her which turns out to be a train station. She jumps into a futuristic train and discovers a new set of words on the napkin she was holding: Desire Begins Change. The puppet master has finished the job as he blows a kiss while the Martini sign lights up.

This fabulous commercial, directed by Jake Scott, brings everything that represents Martini. The glamourous waitress, the elegant puppet master and the invitation to desire. After seeing this, you are eager to rediscover Martini again, you want to share a classy Italian night with some friends or with your lover.

This ad brings a poetic touch that isn’t often seen in advertising, and for that reason, it is our video of the week!

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