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The Warsaw Voice » Society » October 22, 2008
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New Take on La Dolce Vita
October 22, 2008   
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Beer maker and importer Kompania Piwowarska has launched a new advertising campaign for the Peroni Nastro Azzurro Italian brew. The campaign makes direct references to the legendary movie by Federico Fellini, La dolce vita. In the 1960s, La dolce vita promoted an Italian style typified by fitted black suits, large dark glasses and characteristic scooters.

The premiere of the new commercial took place Oct. 3 at the Reduta Banku Polskiego venue in Warsaw. A special guest of the event was Ruben Quesada, who plays the leading male role in the Peroni commercial, which takes from the original Fellini masterpiece its overall feel, costumes and shooting techniques.

In order to recreate the most famous scenes from the legendary picture, the makers of the commercial worked closely with La dolce vita aficionados. The filming crew achieved what nobody had managed to do in 48 years: they obtained permission to recreate the most memorable scene in the movie, the bath in the historic Trevi Fountain.

Another scene from the Fellini picture recreated for the commercial is the one with a helicopter flying over Rome which hovers for a minute over beautiful women sunbathing on a roof.

The commercial was filmed in Cape Town, South Africa, where a building had a swimming pool built on its roof and six tons of greenery planted atop.

The commercial only took four days to shoot, but it involved 20 historic cars, two Bell 47 helicopters, two Douglas DC-3 Dacota aircraft, and a Douglas DC-6 plane that used to belong to Josip Broz Tito, the onetime communist leader of the former Yugoslavia.

The designer and creative director of the commercial was Ian Cassie.

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