I was noodling through the papers this weekend and came accross these print ads for Peroni.
As an agency hack, they're not clever, there's no big 'idea' but the frustrated creative in me admires the sensational photography.
But as a person, they make me feel something about Peroni and create an aura I'll feel next time I drink it.
Virtually all beers are some kind of badge for men - expressions of identity. That doesn't have to be more complex that the right setting and sense of place, as long as it carries some level of authenticity.
Peroni is Italian through and through, it's the only beer with the authority that can conjure that timeless, sophisticated, sensuous, sexy effortless 'Dolce' cool from the 50's and 60's Italy. A specific sense of time and place, that delivers for a more wannabe sophisticate than the average Stella or Heineken drinker.
You can just imagine the one sentence brief - "Make Peroni the epitome of timeless Italian sophistication'.
The carefree, live for today, sense is a powerful antidote to these grim, 'assault on pleasure' times.
It's bloody obvious for an Italian beer to 'do quintessantial Italy' but this work feels so right. Sometimes you need the right idea, you just need the right 'setting'.