Illy has brought its international advertising campaign to North America which features, and is inspired by, Italian tenor Andrea Bocelli.
The advert, with Bocelli as Illy’s central brand ambassador, aims to pay tribute to the art and professionalism of the singer.
Called ‘LIVEHAPPilly’, the advert is filmed in black and white and “tells the story of Illy through values shared by artist and brand”.
The artist is shown at home, in the rehearsal room, at a restaurant, and walking the streets of New York to the Metropolitan Opera House, where the narrative intensifies with his arrival on stage and he begins to sing Mattinata by Leoncavallo.
Finally, the link with Illy is revealed, with the words “perfecting who we are is a never-ending story to offer the world our very best”.
Illycaffè CEO Massimiliano Pogliani said: “For our new advertising campaign we took an authentic approach to reflect the heritage of Illycaffè, a company that has 85 years of history.
“Andrea Bocelli is a true brand ambassador, someone who represents Illy’s core values in his daily life, a story that is creatively and beautifully told to communicate the meaning of LIVE HAPPilly.”
Companion videos, also shot in black and white, feature Bocelli as lead ambassador, along with others from the realms of art, music, design, cuisine and sustainability who are said to embody Illy’s brand values.
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