Disaronno has launched a new version of its Be Originale campaign, complete with a YouTube video and new ad photography. See below for an embedded video that shows the theme of the new campaign. From the press release:
SARONNO, ITALY – June 26, 2014 – This week, Disaronno, the original Italian liqueur, launches the next iteration of the brand’s successful “Be Originale” advertising campaign in the United States, before debuting globally in November 2014. While the tagline “Be Originale” remains the same as previous years, Disaronno has shifted the focus from cocktail creation (i.e. their famed “Disaronno on the rocks” advertisement) to celebrating originality in all aspects of life. Disaronno is more than just a liqueur to mix in your cocktail, it is a lifestyle.
Disaronno’s passion for originality stems from the brands heritage as the original Italian liqueur since 1525. The upbeat, fun and vibrant Disaronno campaign features fresh-faced, attractive men and women who embody the ethos of the Disaronno brand; they “shake originale,” “groove originale,” “flirt originale.” They are “originale.” These tag lines truly task viewers to break out of the ordinary and celebrate individuality, just as Disaronno has done for 500 years as the world’s favorite Italian liqueur.
“From the unmistakable aroma to the warm, sophisticated taste and the unique hammered glass bottle design made by master glass craftsmen from Murano, Disaronno defines what it means to ‘Be Originale’,” said Augusto Reina, CEO of Disaronno. “With this new exciting campaign, however, we wanted to bring the spirit of Disaronno’s individuality to life and challenge consumers to constantly shake things up.”
The campaign was filmed and photographed by famed filmmaker Laurence Dunmore, who is known for his advertising work with AT&T, BMW, ING and Turkish Airlines as well as being a member of the Ridley Scott Associates. He began his career as a graphic designer, quickly moving up in the advertising world. Dunmore then became director of music videos and moved onto films and ad spots. He has won a Cannes Lion in 2002 for his work, as well as an award for Best Director of a British Film in 2006 at the British Independent Film Awards.
The ads will air throughout the rest of the year expanding to digital platforms later in 2014.