Optimism Is A Mindset with La Marca Prosecco

Joinery directors Marco Bellone and Giovanni Consonni, create an enchanting new campaign for La Marca Prosecco out of Ogilvy.

Since meeting in art school, Italian natives Bellone and Consonni have helmed campaigns for a long list of clients including Jeep, Coca-Cola, Luxottica, Fiat, and have made names for themselves as directors with a cinematic style and a knack for cultivating big emotion.

The La Marca Prosecco spot is no exception. Entitled Optimism is a Mindset the campaign draws amply on their Italian roots. The dazzling 60-second spot follows a young woman through the streets of sunny Syracuse, Sicily, as the ancient seaside town around her transforms into images of smiling faces, uplifting sayings, and disco balls, and sings with the effervescent joy of a just-popped bottle of prosecco. Next to its aesthetic triumphs, the spot also uses an impressive array of visual effects, including the believable filling of two champagne flutes out of thin air.

The spot is inspired by Cinettá, the famed 20th-century film studio in Rome known for being Fellini’s stomping ground, and as the location where major pictures like Cleopatra, Roman Holiday, and La Dolce Vita were filmed. Driven by the iconic Italian song Nessuno, the ad is a love story for La Marca prosecco and for every Italian’s favourite time of day, aperitivo.

“In Italy, the end of the day is aperitivo time and it is a sacred time of day. Especially in the summer, everybody is outside. There is a certain magic when you hear those bottles pop, and we wanted to capture that,” said Bellone, who in typical Italian fashion is interrupted by Consonni.

“And every Italian kid grew up hearing Mina Mazzini’s Nessuno, which is like an anthem for us. It’s the song that everyone breaks out singing at parties,” said Consonni. “The combination of this modern, Fellini-type script with Nessuno was too good to be true.”