Pablo’s new campaign for Italian beer brand, Birrificio Angelo Poretti, leads with a bizarre film, Welcome to the lake, featuring a man in a speedboat with a group of foxes – one of which steers the boat while another is playing a harmonica.
Don’t try to understand it. The campaign wants to encourage people to look beyond the ordinary.
The sexy black-and-white film was directed by Biscuit director, Jeff Low, and is underscored by the 1972 hit song, Prisencolinensinainciusol, by Adriano Celentano.
The full campaign will add more surreal tales into the strange brand world – doubles tennis match played by a string quartet, swinging violins rather than rackets; a garden party where all the guests are classical statues, sipping Poretti and chatting away; a goldfish being taken for a walk along the shoreline -all offering beer drinkers the chance to ditch normal and embrace life at the lake. That “lake” is the lakes of Northern Italy, the ancestral home of Poretti.
Sam Johnson, head of marketing – Carlsberg, Poretti & Somersby, explained the campaign’s weirdness (somewhat), “The world of beer market has devolved into a sea of sameness. This is our chance to inject something new. To honour Angelo Poretti’s adventurous attitude with a brand platform that refuses to settle for the usual. The new platform will help us accelerate Poretti to become a powerhouse in the world beer market. With its exceptional taste, genuine authenticity, and the strong backing and focus from Carlsberg Britvic, Poretti has all the ingredients it needs to be a huge success.”
Dan Watts, executive creative director at Pablo, added, “My experience with foxes and beer revolves around the recycling bin being knocked over every Wednesday evening, so to see one playing the harmonica in the beautiful world of Poretti has been a surreal joy. We look forward to seeing what delights the Lake will bring next.”
The UK campaign is running across TV, cinema, out of home, social and in pubs and stores.
Credits:
Client: Carlsberg Britvic [Poretti]
Chief Executive Officer: Paul Davies
Marketing Managers: John Clements & Munnawar Christy
Head of Marketing: Samuel Johnson
Brand Manager: Joanna McNeill
Creative Agency: Pablo
Executive Creative Director: Dan Watts
Creative Directors: David Shirley & Charlie Gee
Chief Strategy Officer: Mark Sng
Planner: Oliver Edridge
Managing Partner: Peter Moulton
Account Director: Charlotte Johnson
Account Manager: Phoebe Snelson-Chiffers
Head of Production: Charlotte Lipsius
Producer: Paris Starr
Project Manager: Ben Mascari
Project Director: Kelly Watts
Production Company: Biscuit Filmworks UK
Director: Jeff Low
Producer: Toby Courlander
Founder: Shawn Lacy
Managing Director: Rupert-Reynolds-Maclean
Executive Producer: Hanna Bayatti
Head of Production: Emily Atterton
Stylist: Selina Wong
Production Service: Bas Productions
Director of Photography: João Padua
Production Designer: Miha Knific
Post Production: Untold Studios
Creative Director: Ben Cronin
VFX Supervisors: Christian Baker Steele & Jack Hairrs
Executive Producer: Sophie Harrison
VFX Producer: Ellie Joseph
Post Production Assistant:Zuzanna Drozdz
Colourist: Hannibal Lang
Editing: Shift
Editor: Saam Hodivala
Producer: Kirsty Oldfield
Music: Mind Your Music
Music Supervisor: Karyn Rachtman
Stills Production: Darling Creative
Photographer: Dylan Don
Stylist: Robert Rabensteiner
Post Production: Stanley’s Post & One White Chair
