Now the brand has taken us back to Italy for its first winter campaign – but not for a dose of Mediterranean sun. This ad takes place in Turin, purportedly during a period of record snowfall. Our hero, Nino, determines to dig his way through the drifts, Moses-style. He’s encouraged along the way by his momma, some pals and a couple of nuns – eventually enabling them to make it with him to… the pub, of course, where he celebrates his feat with a glass of ice-cold Italian lager.
It does feel incongruous (though Coors also sells beer in the snow) – but Peroni is clearly hoping the heart-warming tale of triumph over adversity will help drinkers ‘live every moment’, no matter how chilly it is.