Art as advertising piques Addison Capper's interest as he rounds up the week's best campaigns
Over 700 years ago Dante fell in love with his muse Beatrice and some of the artist's most famous works were inspired by her. Despite his dedication, their love sadly never quite kicked off. That is until ice cream brand Magnum, "the brand that is about pleasure and art" (according to a press release), finally brought them together.
To mark 700 years since Dante's death and, fittingly, International Kissing Day, Magnum and LOLA MullenLowe enlisted acclaimed artist Roberto Ferri to paint The Kiss of Dante and Beatrice, which was unveiled earlier this week in Palazzo Firenze in Rome, the Dante Alighieri Society headquarters.
"700 years after the death of the great poet, Dante’s work is still the most well-known expression of Italian literary art," adds the press release. "To honour his work and his love for Beatrice, the painting makes the impossible possible by reimagining the kiss that never happened."
The artwork explores the theme of immortal love where Beatrice's purity and Dante's passion merge. According to artist Roberto, the lovers are lost in an embrace with their arms expressing the symbol of infinity: a metaphor for absolute love that transcends the boundaries of time and space.
It is art as advertising and so obviously worthy of its spot in Work of the Week. As always, check out the full list below.
Magnum Gives Poet Dante and Muse Beatrice a Kiss to Remember for International Kissing Day