Coffee company Illy has brought its new international advertising campaign to North America that features superstar tenor Andrea Bocelli, whom the brand calls its “central brand ambassador.”
The campaign celebrates how creating something unique requires a never-ending commitment to perfection.
The creative, from DLV BBDO, illustrates how such a commitment to perfection creates fundamental happiness for Illy and Bocelli alike, and reveals the deeper meaning of what it means to “LIVE HAPPilly.”
"For our new advertising campaign, we took an authentic approach to reflect the heritage of Illycaffè, a company that has 85 years of history," stated Massimiliano Pogliani, Illycaffè CEO. "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."
The campaign includes a one-minute spot that can be seen here. Filmed in black-and-white, it tells the story of Illy through values shared by artist and brand. Bocelli is shown in his everyday life with the people dearest to him: his wife, his eldest son on piano, and his friend, the master flautist Andrea Griminelli.
Companion videos, also shot in black and white, feature Bocelli along with others from the realms of art, music, design, cuisine and sustainability who embody Illy brand values. These spots feature interviews that focus on innovation and the illusive search for perfection.
The campaign is being supported through social media channels, and integrated with select media partners and Illy brand experiences, including an opportunity for one Illy fan to win a trip for two to see Bocelli in concert on June 20 at the Hollywood Bowl in Los Angeles.