Masquerade & Mystery in Havas Worldwide Milan's Canti Spot

Italian prosecco brand, Canti, is set to hit our screens for the first time with a new TV campaign breaking during ITV’s Coronation Street on 18 June, 2014. The deal was secured by media planning and buying agency Arena.

Targeting affluent female supermarket shoppers, the new ad will roll out until the end of the year. It will appear across ITV 1, ITV2, ITV3, Channel 4, More4, E4, Film4, UKTV, Channel 5 and SKY.

The beautifully evocative ad was created by Havas Milan. Filmed in Venice, it was directed by Sebastien Grousset of Havas WW Milan.  The concept of the ad, which is called ‘Venice’, plays on how one bottle of Canti Prosecco can bestow Italian charm and taste on an evening event in England.

The story in the ad opens on a beautiful woman in a gondola wearing a magnificent Venetian mask. As the gondola moves, viewers discover that Britain’s streets have been replaced with Venice’s canals. London has merged with the heartland of Prosecco: the Veneto region. 

The woman carries a bag with Canti written on it and it’s only when she arrives at a party that viewers discover what her bag contains:  a bottle of Canti Prosecco, which she sips with a mysterious stranger on a roof garden offering spectacular views over London - bringing a taste of Italy to the capital.

Developed by one of the leading family-run wineries in Italy – Fratelli Martini Secondo Luigi S.p.A. – Canti is among the world’s premier prosecco brands.

Gianni Martini, Owner and CEO of Canti, said: “The commercial is the fusion of the Italian way of life with the UK.  Together Arena and Havas Milan has provided us with a great opportunity to produce some highly impactful and engaging work that we can feel really proud of. The media and creative is perfect for our target audience and provides a great platform to deepen audience engagement and leverage the “Dolce Vita” style, with its mood and attitude.”

Henry Daglish, Managing Director, at Arena commented: “We’re honoured to be launching the first ever TV campaign for the Canti brand here in the UK. Our business is fuelled by helping brands to grow their companies, and we look forward to sharing Canti’s exciting brand journey in this increasingly competitive market.”

Credits

Agency: Havas WW Milan

Executive Creative Director: Giovanni Porro

Creative Directors and Project Leaders: Lorenzo Crespi (copy), Selmi Barissever (art)

Agency Producer: Roberto Martelli

Production Company: Mercurio cinematografica

Executive Producer: Francesco Pistorio

Producer: Danielle Joujou

Director: Sebastien Grousset

DOP: Francisco Luis Alcaine

Editor: Giacomo Prestinari

Telecinema: Luca Parma – Corte 11

On line: Exchange Milano

Audio – Roberto Grassi – The Log

Speaker – Christopher Jones

Music: “The Tide” Original music by Quiet, Please! – composer Ferdinando Arno