Martini Luck is an Attitude
Bacardi is raising awareness of the Martini brand with “Luck is an Attitude”, an advertising campaign developed by French agency Fred & Farid. The campaign began with a “Kisser Casting” talent quest launched on Facebook across sixteen European countries. The successful candidate, chosen by a high profile panel led by supermodel David Gandy, would be required to kiss ten women in the new worldwide television commercial. Winner was Italian actor Yuri Buzzi, chosen from more than 4,000 applicants. The commercial, shown in split screens, shows the parallel paths of Yuri as he responds to the same opportunities in different ways. The TV campaign is connected with a print advertising campaign shot by photographer Phil Poynter.
Click on the image below to play the Luck is an Attitude commercial in YouTube
David Gandy, lead judge in the Kisser Casting quest, rose to fame after his friend entered him in a casting competition. Click on the image below to play the Kisser Casting Launch video in YouTube
The Kisser Casting campaign was given a publicity push with a dance routine on Rome’s Spanish Steps. Click on the image below to play the Kisser Casting Launch Performance Video in YouTube
David Gandy and Peter Thwaites, in London and Milan with finalists for screen tests, talk about the casting process. Click on the image below to play the Episode 2 video in YouTube
Director Peter Thwaites, creatives Fred and Farid, and Yuri Buzzi, talk us through the final stages of casting and filming. Click on the image below to play the Making Of video in YouTube
Click on the image below to play Yuri’s introductory video in YouTube
The Luck is an Attitude campaign was developed at Fred & Farid, Paris, by creative directors/copywriters/art directors Fred Raillard and Farid Mokart, business director Rasjida Bouharrak, agency producer Kate Taylor, working with Martini global brand director Arnaud Meysselle.
Music is “Oh Johnny, Oh Johnny Oh”, performed by The Andrew Sisters, produced at Sizzer Amsterdam.
Print advertisements were shot by photographer Phil Poynter.