Birra Moretti has appointed acclaimed actor, writer and food enthusiast Stanley Tucci as its latest brand ambassador in the UK and Ireland, in a campaign encouraging consumers to make more time for life's simple pleasures.
The partnership with Tucci takes an unconventional approach. Rather than appearing in the advertising shoot, Tucci embraces the brand's philosophy by not showing up for his own commercial, choosing instead to spend time with friends over good food and a Birra Moretti.
Created by agency Lucky Generals, the new advert opens with an Italian-style table, a Birra Moretti glass ready to be filled and a chair bearing Tucci's name. But as filming gets underway, the actor remains absent.
Viewers then see Tucci dialling into the shoot from an al-fresco setting, where he is spending time with friends. His message is that some moments are simply more important than turning up for work – even when that work is his own advertising shoot.
The campaign will run across film, social media, PR, creator content and out-of-home advertising. Ahead of the hero film's launch, social content shows Tucci apparently enjoying long lunches, food and good company.
The campaign will continue with behind-the-scenes content and creator films featuring influencers interpreting the idea of enjoying life's simple pleasures in their own ways.
Rajeev Sathyesh, marketing director at HEINEKEN UK, said the campaign was designed to demonstrate the philosophy rather than simply ask consumers to embrace it.
“It can be hard to find the time to slow down in today’s busy world, but Stanley Tucci doesn’t let his schedule get in the way of moments that matter,” he said.
“Even if it means missing the shoot, Stanley genuinely living our brand philosophy is much more powerful than him turning up to talk about it.”
Shelley Smoler, chief creative officer at Lucky Generals, added: “We wanted Stanley to show people that life’s simple pleasures are worth making time for. He took the brief very seriously. Unfortunately, he took the call sheet rather less so.”
In keeping with the campaign's premise, a spokesperson for Tucci said the actor was unable to provide a quote because he was “out and about enjoying life's simple pleasures.”