Fila Is Italian, As Stylish ‘Bellissimo’ Advert Reminds Us
A manicured, seaside compound referred to as the Bellissimo Nation Membership is a haven for the sporty and classy jet set, the place golfers arrive on the first tee by way of helicopter, swimmers by no means get pruny or sunburned, and nobody is afraid to eat carbs.
The aspirational (and fictional) backdrop is on the coronary heart of Fila’s new world marketing campaign, the primary work from company associate Sid Lee.
The hero spot, clocking in at a sun-soaked 100 seconds, goals to “reintroduce the model, reset model notion and reignite model love,” per a Fila assertion. Formally referred to as “Bellissimo,” the marketing campaign continues the corporate’s said technique of digging into its Italian roots and hyping its trend and athletic bona fides concurrently.
Guided tour
The mini-movie, shot at a resort within the Mediterranean, contains a pizza supply man because the viewer’s bodily information by the membership’s sprawling, luxurious footprint. In what seems like a single shot, the digicam follows his each step.
Although it’s a well-worn gadget in promoting, the balletic, fast-paced walkthrough with an affable character makes for a tour value taking. It’s la vita bella all the best way, with a splash of Wes Anderson’s quirky, color-saturated sensibilities and much too many aperitifs to rely.
There are additionally loads of eye-catching small touches within the video, like a employee serving up ice cream scoops that appear like neon tennis balls, a participant exhibiting off his Tiger Woods-style trick photographs and a pair sharing pasta a la Woman and the Tramp.
The work is “a transparent celebration of our Italian heritage” and a “toast to dwelling life to the fullest, in sport and in play,” in line with Emily Maxey, the model’s senior vice chairman of selling. “Fila is at its greatest after we embrace the intersection of excessive efficiency and excessive type.”
Greatest foot ahead
The marketing campaign drops shortly after the promotion of Fila USA president Todd Klein to the newly created position of world model president. Klein, a 30-year business veteran with Reebok and Adidas stints in his previous, has added worldwide advertising and marketing to his checklist of tasks.
Lately, the model has inked plenty of high-profile partnerships, together with Burger King (for footwear and equipment in Brazil), Sprite and Grant Hill (for ‘90s throwback kicks) and Brooks Brothers (for tailor-made streetwear). The corporate additionally signed mannequin Hailey Bieber and South Korean actress Han Sohee to ambassador offers in late 2023.
“Bellissimo” joins a refrain of footwear advertising and marketing in 2024 as small upstarts acquire floor on struggling legacy manufacturers like Nike and Adidas. The marketing campaign will get an aggressive push by way of related TV, out of house, paid social, publishing partnerships and activations, on-line video, programmatic and show adverts, and influencer/creator collaborations.
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