<\/strong><\/p> This is the great American director\u2019s first venture into the world of advertising and he has created a real little cinematic gem.<\/p> With the magic from his \u201cHarry Potter\u201d films the warmth of \u201cHome Alone\u201d and \u201cMrs. Doubtfire\u201d the result is an exceptional ad of 60\u201d following in the tradition of the big UK and US chain stores during the Holiday season.<\/p> Chris Columbus continues: \u201cThis is the first time that I have worked with an advertising agency and Armando Testa gave me and my staff the opportunity to create a world which I believe Italian kids will fall in love with: a world never seen before, a magical place!\u201d.<\/strong><\/p> The ad describes an unusual, warm and magical Christmas at the North Pole where, instead of snow, lots of letters are falling down representing the wishes of Italians.<\/p> The director concludes: \u201cWhen I saw the presentation for the first time, I thought it was possible to create Santa Claus\u2019s world in a way that\u2019s never been seen before.I\u2019ve never been satisfied with the way it\u2019s been described in other films and TV programmes. I thought it should have been a warm magical place which would take people\u2019s hands and invite them in \u201d. <\/strong><\/p> In the images we see Father Christmas and his elves who are so exhausted because they are collecting all the letters, and so many wishes that instead of using their usual sleigh for the gifts decide to use an Esselunga truck, driven bySanta Claus himself which sets off from the Pole for Italy.<\/p> Esselunga choseChris Columbus to tell this story and all the magic of Christmas, as well as the best talents from the world of cinema including director of photography John Mathieson (Gladiator) set designer Jon Hutman (The tourist) and costume maker Penny Rose (Pirates of the Caribbean). <\/p> The spot was produced by the Production Company Independent, and was filmed in the Pinewood Studios in London, which famously provided the sets for many James Bond films and for \u201cHarry Potter\u201d.<\/p> Postproduction by MPC London.<\/p> The sound track is a cover of the track \u201cI want a Hippopotamus for Christmas\u201d by Quiet Please and recorded in the Abbey Road studios in London.<\/p> Executive Creative Direction from the Armando Testa agency by Michele Mariani (art director Barbara Ghiotti, copywriter Sara Greco).<\/p> The agency team collaborated with the Esselunga\u2019s Communications Direction, headed by <\/p> William Willinghton.<\/p> The ad made its debut on Wednesday 30 November on all national and satellite networks. The campaign connected with the ad and with the tie-in promotion\u201cOne thousand I-Phone 7s a day for you from 1st to 24th December\u201d will be planned in parallel for radio, outdoor, press, dailies, web, cinema and points of sale.<\/p> Planning by Media Italia.<\/p>\r\n\r\n
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