Illy: Live Happilly
Coffee brand, Illy, has brought its international advertising campaign to San Francisco featuring, and inspired by, the art of the world’s most beloved tenor: Andrea Bocelli, who is scheduled to perform on 5 December at the city’s new Chase Center.
Billboards featuring Bocelli’s unmistakable image will adorn the financial district, San Francisco International Airport and select Bart stations this fall. Filmed in elegant black-and-white, the spot tells the story of Illy through values shared by artist and brand.
The artist is shown not on stage, as we are accustomed to seeing him, but rather in his everyday life, behind the scenes and with the people dearest to him: his wife, his eldest son on piano, and his friend, the master flautist Andrea Griminelli. We see him at home, in the rehearsal room, at a restaurant, and walking the streets of New York en route to the Metropolitan Opera House, where the narrative intensifies with his arrival on the stage: the moment in which happiness is achieved upon sharing his art with the world (in this instance, with the opening notes of the aria Mattinata by Leoncavallo). The kinship with Illy is revealed by the words, “perfecting who we are is a never-ending story to offer the world our very best.”
Supporting videos, also shot in black and white, feature Mr. Bocelli, along with other notable individuals from the realms of art, music, design, cuisine and sustainability who embody Illy brand values.