Martini Extols Experiences Over Money in Global Relaunch Spot
Jake Nava Directs Repositioning Effort With Tagline 'Play With Time'
Editor's Pick
Amassing experiences, not money, makes you "the richest man in the world" according to this glossy new global relaunch film for Martini.
Agency Abbott Mead Vickers BBDO enlisted Cherry director Jake Nava, who's known for videos for the likes of the Rolling Stones as well as ads like Beyonce's collaboration with Pepsi, to shoot the film, which follows the adventures of a young man who (symbolically chucks) away house and cars and gives it all up to go travelling the world. It's set to the soundtrack of David Axelrod's "The Edge," a track made famous by Dr. Dre, Nate Dog and Snoop Dogg when they sampled it on their hit "The Next Episode."
The message -- that time with friends is what makes life richer -- underlines the brand's new positioning, "Play With Time." It's a different, and less romantic, approach from that of its previous global campaign, "Begin Desire," by New York agency Opperman Weiss, which focused more on the brand's Italian roots.
The ad broke first in Italy, is now running in the rest of Europe and will eventually be aired globally.
Credits
- Date
- Apr 28, 2016
- Brand :
- Martini
- Client :
- Martini
- Agency :
- Abbott Mead Vickers BBDO
- Director :
- Jake Nava
- Client :
- Zara Mirza
- Client :
- Shane Hoyne
- Client :
- John Burke
- Client :
- Victoria Morris
- Client :
- Laila Mignoni
- Creative Director :
- Thiago de Moraes
- Creative Director :
- Clark Edwards
- Creative Director :
- Federico Pepe
- Creative Director :
- Michele Picci
- Copywriter :
- Amar Marwaha
- Art Director :
- Arvid Harnqvist
- Agency Planner :
- Steve Hopkins
- Agency Planner :
- Sam Williams
- Agency Account Person :
- Ian Pearman
- Agency Account Person :
- Mark Peterson
- Agency Account Person :
- Claire Best
- Agency Account Person :
- Anna Taylor
- Agency Account Person :
- Alicia Lowndes
- Agency Producer :
- Kate O'Mulloy
- Agency Producer :
- Felicity Bamber
- Media Planner :
- Rupert Holroyd
- Media Planner :
- Lesia Buszczak
- Production Company :
- Cherry Productions
- Production Company Producer :
- Ben Cooper
- Post Production Offline :
- The Whitehouse
- Post Production Online :
- The Mill
- Audio Post Production :
- GCRS London
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