- First ever global campaign: ‘The Home of Life’s Simple Pleasures’ for the UK’s favourite Italian beer brand, Birra Moretti
- Premiering 1st April with first TV spots including ITV2’s Plebs, closely followed by Channel 4’s Gogglebox on the 2nd, the 30” film pays homage to the ‘simple pleasures’ at the heart of Italian culture
- Shot in the Italian city of Arezzo in Tuscany, the hero TVC has been directed by award-winning filmmaker, Martin Aamund
- ‘The Home of Life’s Simple Pleasures’ 30” film can be viewed here: https://youtu.be/f5z_IHkpOiM
Birra Moretti has long prided itself on giving beer lovers an authentic taste of Italy. Now the brand is going a step further and has unveiled its first ever global campaign celebrating the Italian way of life, ‘The Home of Life’s Simple Pleasures.’
Hitting TV screens on the 1st April, the 30” uplifting film playfully showcases Italians’ love of the small, but equally important things in life – from good food to good company, and of course, great beer.
The new campaign was shot in the Italian city of Arezzo in Tuscany, with its hero TVC directed by award-winning filmmaker, Martin Aamund. The ad features a young Italian man, Fabrizio, who ingeniously utilises a bucket, a rope and his neighbours’ community spirit to gather the ingredients for the perfect afternoon aperitivo, in exchange for an ice-cold Birra Moretti delivered direct to their balcony!
As we’ve seen in the last year, this sense of community spirit and togetherness has helped people all over Italy find joy amidst a global pandemic. While opera singers and musicians took to their balconies to entertain their neighbours, families and friends enjoyed socially distanced drinks across the way – showing just how powerful life’s simple pleasures can be when it really matters most.
Brand Unit Director Matt Saltzstein said: “Italians are famous for enjoying the simple things in life, but those moments don’t just happen. Instead, people in Italy stop and make time for them – and never more so than right now. We know consumers increasingly value experiences over material possessions and we’ve seen in the last year how inventive they’ve been in creating moments that matter with each other during lockdown. Birra Moretti’s mission has always been to get people to enjoy life’s simple pleasures – whether physical or virtual! By helping them feel part of the authentic stories of Italy, we want to inspire them to stop and embrace the Italian way of life with great food, great company and great beer.”
Martin Aamund said: “It’s great to be part of this wonderful campaign, especially at a time when life’s simple pleasures have become more important than ever. Being able to get around the table with friends and family over great food and drinks is something all of us are looking forward to. I hope this campaign gives people some joy and inspiration that good moments are ahead.”
Birra Moretti is the fastest growing beer in the UK over the past 5 years*, and following successful launches in Romania, Ireland & Switzerland over the last 2 years the brand is set to launch in the Netherlands, Serbia & Germany in early 2021. The Home of Life’s Simple Pleasures will be rolled out in the UK on TV & video on demand from today. It will also feature digital, outdoors, e-commerce, off-trade, social, PR activations as well as several additional customer promotions linked to seasonal moments throughout the year. (*source: CGA strategy Oct 20 GB Value MAT TY V 4YA)
Birra Moretti has been brewed with the same original recipe since 1859 and is now available in over 50 markets worldwide.
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