The echo of rock from Virgin Radio Italia has reached Sky, Discovery TV channels and the web with a commercial that is an anthem celebrating life. Everything that music embodies and that makes it immortal.
That’s how “Music is Life” was created. The story was developed by Armando Testa and produced by THE FAMILY and features death as the unusual star. Depressed, fragile and apathetic.
And for the first time, super human and mortal.
With rock reverentially bringing back to life sounds and riffs which have gone down in history, the soul and the voice of the brand, Music is Life is not just a commercial.
It is a great metaphor for the timelessness of music. Which goes on living and breathes life.
It is an admission that in the great beyond there might be silence but there is still a heartbeat with Jim Morrison and Kurt Cobain.
But above all, it proves that music can defeat everything.
Advertising Agency: Armando Testa, Milan, Italy
Creative Directors: Dario Anania, Vincenzo Celli
Art Director: Matteo Pozzi
Copywriter: Samantha Scaloni
Clients Service Director: Tiziana Perotti
Advisor Responsible for Innovation: Nicola Belli
Production: The Family
Executive Producer: Stefano Quaglia
Producer: Tommaso Haimann
Director: Igor Borghi
Director of Photography: Alessandro Bolzoni
Editing: Nicola Mucelli
Color Correction: You Are
Music: Enzo Casucci