Jake Scott captures Martini with a real waitress.
Martini launches its new global campaign Begin Desire. The world famous Italian aperitivo brand is targeting a new generation of consumers and chose Jake Scott, the top name at RSA Films, to direct its adv short movie. By choosing to shoot in Rome, Martini goes back to its roots and celebrate the Italian craftsmanship of its blenders and herbalists. Passion, joy, romance, sophistication tradition and authenticity: this is why Martini is renowned in the world. Begin Desire is a daring new vision to encourage people to dream big and follow their desire, it communicates the sense of possibility. Jake Scott’s new short film marks the launch of the whole campaign (watch it here on MFM). The lead role is played by Elena Mirela, who was working as a real-life waitress in a bar in Rome when she was spotted by Scott himself and his crew and immediately cast. Is she going to be the new Charlize Theron of the famous 1993 Martini’s commercial ? The film, part of a multimillion Euro cross-media campaign encompassing outdoor, digital, social media, television and public relation, is being seen across Europe, as Martini proudly reaffirms its positionas the world’s most celebrated vermouth and Italian Sparkling Wine. An iconic drink, suitable for any occasion, party or intimate, with its unique vibrant bittersweet taste.