Vermouth brand Martini is keen to project sophistication, Italian heritage and class. And this new ad, featuring dashing movie star Jonathan Bailey as ‘Martini Man’, delivers plenty of all three.
In this short film’s opening moments, Bailey pitches up at a beautiful Italian seaside mansion in a classic Porsche. We’re already sold, frankly. But such exoticism can come over as a bit exclusive.
This ad sweeps that problem away with a healthy dose of levity. We are witnessing Bailey’s audition for the role of Martini Man, we gather. A stern brand exec schools him on “effortless Italian style” before measuring his “natural elegance and proficiency” via tasks like entering a room, sporting the perfect outfit and perfecting the “smoulder”.
Having made just enough errors to make him relatable – and left scorch marks on the camera – Bailey demonstrates the perfect Martini Spritz serve, delighting his tutor. The brand will surely be just as pleased with his performance.
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