The Campari Advertisement at Luton Airport
In 2018, Campari, the iconic Italian aperitif brand, launched a new advertising campaign at Luton Airport in the United Kingdom. The campaign, which aimed to promote the brand’s signature cocktail, Negroni, featured an actor in the lead role. The advertisement quickly caught the attention of travelers passing through the airport and social media users, who praised the ad for its creativity and style.
The History of Campari Advertising
Campari has a long history of advertising, dating back to the late 19th century. The brand’s first advertising campaign, launched in 1889, featured the slogan "Bitter Campari, the drink for those who have a palate." Since then, Campari has used various advertising media, including print, radio, and television, to promote its products. Over the years, the brand has collaborated with renowned artists, designers, and celebrities to create memorable campaigns that have helped establish Campari’s image as a chic and sophisticated drink.
The Concept of the Luton Airport Campari Ad
The Luton Airport Campari ad was part of the brand’s "Red Diaries" campaign, which aimed to celebrate the art of cocktail-making and the Negroni cocktail in particular. The ad featured an actor in a stylish suit, who was shown walking through the airport, interacting with various characters, and ultimately enjoying a Negroni cocktail at a bar. The ad was shot in a cinematic style, with a focus on the actor’s movements, facial expressions, and the overall atmosphere of the airport.
The Actor Who Starred in the Ad
The actor who starred in the Luton Airport Campari ad was Clive Owen, a British actor known for his roles in films such as "Closer," "Children of Men," and "Sin City." Owen was chosen for the role because of his international appeal, suave demeanor, and ability to convey sophistication and elegance. The ad marked Owen’s first appearance in a Campari campaign.
The Actor’s Career and Achievements
Clive Owen was born in 1964 in Coventry, England. He began his acting career in the 1980s, performing in theater productions, television dramas, and independent films. In the 1990s, he gained wider recognition for his performances in films such as "Croupier" and "Gosford Park." In the 2000s, he became a Hollywood star, appearing in blockbuster films such as "King Arthur," "Inside Man," and "The Bourne Identity." Owen has received numerous awards and nominations for his acting, including an Academy Award nomination for Best Supporting Actor for his role in "Closer."
How the Actor Was Cast for the Ad
Clive Owen was approached by Campari’s advertising agency, J. Walter Thompson, to star in the Luton Airport ad. Owen was impressed by the concept of the ad and the opportunity to work with a brand with such a rich history and reputation. He was also intrigued by the challenge of conveying the character’s emotions and reactions without any dialogue. Owen’s involvement in the campaign helped to generate buzz and interest in the ad among his fans and the media.
The Filming of the Campari Ad at Luton Airport
The Luton Airport Campari ad was filmed over three days at the airport’s international terminal. The airport remained open during the shoot, and the production team had to coordinate with airport staff and passengers to ensure that filming did not disrupt operations. The ad was directed by Paolo Sorrentino, an Italian filmmaker known for his visually stunning films and TV series. Sorrentino’s direction, combined with Owen’s performance and the airport’s distinctive architecture, helped to create a memorable and impactful ad.
The Reaction to the Advertisement
The Luton Airport Campari ad received generally positive reviews from viewers and critics. Many praised the ad’s cinematic quality, stylish visuals, and Clive Owen’s performance. Some also noted the ad’s creative use of the airport setting and the way it showcased the Negroni cocktail. The ad was shared widely on social media, and helped to generate interest in the brand’s Red Diaries campaign.
The Impact of the Luton Airport Campaign on Campari
The Luton Airport campaign was part of a broader effort by Campari to expand its presence in the UK market and attract a younger, more diverse audience. The campaign helped to increase brand awareness and sales, and contributed to a 4.2% increase in Campari’s global sales volume in 2018. The campaign also won several awards, including a Bronze Lion at the Cannes Lions International Festival of Creativity.
The Legacy of the Campari Ad at Luton Airport
The Luton Airport Campari ad remains a memorable and influential example of celebrity-driven advertising. The ad’s stylish visuals, cinematic quality, and Clive Owen’s performance continue to resonate with audiences and inspire other brands to experiment with creative and unconventional marketing strategies. The ad also helped to reinforce Campari’s image as a sophisticated and cosmopolitan brand, and to establish the Negroni cocktail as a popular and fashionable drink.
Other Actors Who Have Appeared in Campari Ads
Over the years, Campari has collaborated with numerous actors, musicians, and artists to create memorable advertising campaigns. Some of the most notable actors who have appeared in Campari ads include Benicio del Toro, Eva Green, Kate Hudson, and Uma Thurman. Each of these celebrities brought their own unique style and personality to the campaigns, helping to shape Campari’s image as a brand that celebrates creativity, elegance, and innovation.
Conclusion: The Importance of Celebrity Endorsements in Advertising
The Luton Airport Campari ad is a prime example of how celebrity endorsements can help to elevate a brand’s image and reach new audiences. By casting a talented actor like Clive Owen, and creating a visually stunning and memorable ad, Campari was able to generate buzz and interest in its products. The ad also helped to reinforce Campari’s reputation as a brand that values creativity, sophistication, and innovation. As such, it serves as a reminder of the importance of using celebrity endorsements in advertising, and the potential benefits they can bring to a brand.
