Birra Moretti is having its pint and drinking it in its latest ad, which, an opening caption tells us, was “meant to star” Stanley Tucci.
Instead, we get a glimpse behind Adland’s curtains, witnessing the set-up of the perfect shot. A beer glass is spritzed, a rustic table thoughtfully assembled and the backdrop of an Italian landscape lit just so. But no Stanley.
Except… “he sent us this”. Cue a wobbly mobile phone video of the Tooch, who apologises for missing the shoot: he’s in actual Italy with real pals, having a convivial lunch. “Cheers!” he concludes, waving a bottle of lager at his phone. “I’ll see you soon.”
It’s a corny conceit that doesn’t bear too much examination – but the authenticity message is canny and suits the (not) star. Even in portrait mode, Tucci has the charm to carry it all off.
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