About this advert
La Dolce Vita
By: The Bank
27 January, 2011,
Danielle Woolley (Sauce)'s view
This is just one of Peroni’s adverts that i love, The ‘La Dolce Vita’ plays homage to one of Italy’s most stylish creations, Fellini’s ‘masterpiece’ La Dolce Vita. The Peroni brand very much encompasses all things Italian, so the recreation of this film fits perfectly with this image. The cinematic style of the advert really engages the audience, in a similar style a perfume advert would, and reminds me of the Chanel No 5 advert as it has a story line throughout. This keeps in touch with Peroni's premium image. Opening with four beautiful girls shouting ‘ciao’ enthusiastically whilst stood in their bathing suits over to handsome Italian men automatically grabs the audience’s attention, then, smiles and dancing depict a desirable ‘Italian lifestyle’. the Model plays the character of sylvia, and the scene at the end is very iconic, and only the second time somebody has been able to film in the fountain. The advert plays on nostalgia and heritage brilliantly with symbolic references throughout reminding us of the Italian style. To be honest i don’t think Peroni’s style of advertising can go far wrong (with or without the significant reference to La Dolce Vita), as us English buy into any ‘romantic’ lifestyle and Italians are known to be especially amorous, La Dolce Vita just adds a little extra. Which of course a brand needs to do from time to time, especially when expanding the way Peroni did. The advert appeals to both genders, women and men would both sit and watch, then next time they’re out maybe fancy having a Peroni to get them in a romantic mood, who ever said beer was a turn off?
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