Monica Bellucci puts glamour into Martini Gold ad trailer

Martini is to run a melodramatic cinema ad starring actress Monica Bellucci and fashion designers Dolce and Gabbana for its new Martini Gold limited edition variant, sold in Harvey Nichols stores.

The brand has released a trailer for the ad, which will run in cinemas towards the end of October with media planned by Universal McCann. It is directed by the man behind music videos for Madonna and Lady Gaga, Jonas Åkerlund, and is in the style of a film trailer.

Shot in Rome in a tribute to Italy, the ad shows Bellucci walking through the streets attracting a series of admiring gazes from men and the attention of a paparazzo along the way.

She then walks into a bar to meet Domenico Dolce and Stefano Gabbana and pulls out a bottle of Martini Gold.

According to Martini the fashion duo blended the variant and also designed the packaging for the line, which is pitched as 'the new taste'.

Last year Martini launched a £5.6m marketing campaign designed to promote the brand’s low-alcohol content.

The campaign - designed to reach 25-to-34-year-old women - continued to associate the drink with fashion, film, Formula One and celebrity endorsements, using the strapline, ‘Stay Beautiful.’


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