Italian beer brand Moretti is celebrating the simple pleasures in life with a whimsical new ad campaign that pays homage to the laid-back, convivial nature of rural Italy.
Created in partnership with London agency Lucky Generals, the work will be centred around a 60-second spot and a 30-second spot that evoke simple, joyful moments in Italian life, illustrating how good beer can bring people together.
Spearheaded by the ‘Enjoy Life’s Simple Pleasures’ strapline, the campaign aims to reaffirm the brand’s authentic Italian heritage and identity to global audiences.
“In a world that’s increasingly busy, noisy and complex, we look to Italy, where life’s greatest pleasures are often the simplest – good food, great company, and a beautifully crafted beer,” Birra Moretti global brand lead, Sam Fielding said.
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“True to our authentic Italian roots, our new global campaign playfully brings this idea to life, sharing the simply joy of connecting with your favourite people and enjoying a Birra Moretti in a beautiful Italian setting.
Directed by Sam Pilling at Magna, the films will go live across a range of different formats including TV, social media and online video, and will also form part of an evolved and modernised brand world.
Gareth Morgan, creative director at Lucky Generals added: “Birra Moretti is here to remind us all that in an increasingly confusing and complicated world, pleasure is, well, simple. Your best mates, ice cold beers, some antipasti and a sunset. What else do you need?”
