“ACCENDI LA TUA VIDALITÀ”. (SWITCH ON YOUR VIDALITA’) THAT’S HOW ARMANDO TESTA BRINGS VIDAL’S BODYWASH LINE BACK TO TV.
The new communication campaign for the Vital brand of bodywashes, created by the Milan branch of the Armando Testa agency, is now on air.
Vidal is one of the most important brands in the Sodalis group – the biggest Italian group in the Beauty & Personal Care market. The ad addresses the public with a desire to enjoy yourself in a surprising way.A new claim: “Accendi la tua Vidalità”, (Switch on your Vidalità) sums up the brand identity perfectly, making it distinctive and engaging.
Italian families are invited to enjoy a blast of energy with the new intense and revitalising perfumes and the brand’s new captivating and unexpected personality.
Mum, dad and daughter are indeed the actual stars of the ad, the fragrance of the bubble bath has made them tipsy, able to “switch on their vidalità” and so launch themselves unexpectedly into an ballet of “synchronised swimming” while in their own bath tub with joyful sprays and splashes of foam.
It’s “British style” irony just like the director and it wins over all Italian families.
The campaign has been on air since 7th May and will run until 1st June on the main television channels and from June to August it will feature in key magazines, as well as web and social channels.
The ad was produced by Brand Cross and directed by Barney Cokeliss.
Agency: Armando Testa
Creative Director: Erik Ravelo
Copywriter: Andrea Dell’Osa
Art Director: Ilaria Accornero
Production Company: Brand-Cross
Director: Barney Cokeliss
Photography: Renato Alfarano
Set design: Systa Björnsdóttir
Editor: Danilo Torchia
Post Production and Special Effects: XLR8
Music: Philip Abussi rearrangement of Swan Lake