Campari is targeting movie buffs with its latest ad, which casts bartender Mona Gallosi as a ‘femme fatale’ in a film of darkest noir.
Blinds cast a shadow over Gallosi’s face as she waits anxiously by a telephone – with ‘opening credits’ giving ingredients like calvados, cognac and ice their due (behind lead player Campari, of course). Finally the phone rings: “it’s time,” Gallosi is told. She springs into action, spritzing something into the drink at her side. Poison?!
Well, no. If you’d been paying attention to the credits you’d have seen it was in fact lemongrass perfume. Sounds delicious! As does the unusual garnish she perches atop the glass – calissons d’Aix.
It’s all good fun anyway, with the film noir mood perfectly captured – tying in nicely with the brand’s Cannes film festival partnership. As smart as Sam Spade.
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