After the release of its fabulous 2012 calendar featuring Mila Jovovich, Campari has launched ‘The Expectation’ (‘L’attesa’)a new ad campaign with a philosophic tagline ‘The expectation of pleasure is itself a pleasure,’ which is a quotation of the German philosopher Lessing.

Photo: ‘The Expectation’ ad, by Campari

The Hollywood director Joel Schumacher (Batman, Batman Forever, Batman & Robin, The Phantom of the Opera) captured the video ad that has been on air in various Italian media since November 21.The video was also presented on the 2011 Rome Cinema Festival.

The set in a baroque setting ad conveys the idea of waiting as the essence of pleasure in a playful way. In the film produced by Filmmaster, the scene of the feast, an eighteenth century villa features a master of ceremonies who controls the work of chefs, tailors, designers, musicians, bartenders, fire eaters, waiters. The model Colin Branca, who made ​​his debut in this film as an actor expresses the pleasure of the moments of preparation, smiling, enjoying every moment and sharing a Campari cocktail with the party participants.

«I have chosen for Campari contrast: we are not at Versailles, because we see Laboutin shoes and many modern features, but there are wigs and sumptuous clothing,» said Joel Schumacher. «Colin is the protagonist of this tale, who plays the role of master of ceremonies and check that the preparations proceed, greets people, sipping a drink with beautiful women. But the most beautiful is the bar. One of the most spectacular bar that has ever seen …. And of course the red Campari, the most beautiful color in the world.»

The creative idea was developed by BCube under the direction of Simon Ferrari and executive creative director Luca Zamboni. Original music was written by Music Production.