Martini Extols Experiences Over Money in Global Relaunch Spot

Jake Nava Directs Repositioning Effort With Tagline 'Play With Time'

By Alexandra Jardine. Published on Apr 28, 2016

Editor's Pick

Amassing experiences, not money, makes you "the richest man in the world" according to this glossy new global relaunch film for Martini.

Agency Abbott Mead Vickers BBDO enlisted Cherry director Jake Nava, who's known for videos for the likes of the Rolling Stones as well as ads like Beyonce's collaboration with Pepsi, to shoot the film, which follows the adventures of a young man who (symbolically chucks) away house and cars and gives it all up to go travelling the world. It's set to the soundtrack of David Axelrod's "The Edge," a track made famous by Dr. Dre, Nate Dog and Snoop Dogg when they sampled it on their hit "The Next Episode."

The message -- that time with friends is what makes life richer -- underlines the brand's new positioning, "Play With Time." It's a different, and less romantic, approach from that of its previous global campaign, "Begin Desire," by New York agency Opperman Weiss, which focused more on the brand's Italian roots.

The ad broke first in Italy, is now running in the rest of Europe and will eventually be aired globally.

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Apr 28, 2016
Abbott Mead Vickers BBDO
Zara Mirza
Shane Hoyne
John Burke
Victoria Morris
Laila Mignoni
Creative Director:
Thiago de Moraes
Creative Director:
Clark Edwards
Creative Director:
Federico Pepe
Creative Director:
Michele Picci
Amar Marwaha
Art Director:
Arvid Harnqvist
Agency Planner:
Steve Hopkins
Agency Planner:
Sam Williams
Agency Account Person:
Ian Pearman
Agency Account Person:
Mark Peterson
Agency Account Person:
Claire Best
Agency Account Person:
Anna Taylor
Agency Account Person:
Alicia Lowndes
Agency Producer:
Kate O'Mulloy
Agency Producer:
Felicity Bamber
Media Agency:
Media Planner:
Rupert Holroyd
Media Planner:
Lesia Buszczak
Production Company:
Cherry Productions
Jake Nava
Production Company Producer:
Ben Cooper
Post Production Offline:
The Whitehouse
Post Production Online:
The Mill
Audio Post Production:
GCRS London

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