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Piaggio rolls out global campaign 'Do You Vespa'

Created by BBH, the campaign focuses on the ideology of people who ride the Vespa, people who are confident, trendsetters and lead a life which is different from the ordinary

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Piaggio rolls out global campaign 'Do You Vespa'

Piaggio rolls out global campaign 'Do You Vespa'

Created by BBH, the campaign focuses on the ideology of people who ride the Vespa, people who are confident, trendsetters and lead a life which is different from the ordinary

Sarmistha Neogy | Mumbai | June 23, 2014

Vespa-TVC Click on the image to watch the TVC.

Piaggio India has unveiled the new Vespa global television campaign, 'Do You Vespa', which aims at giving a more modern and relevant brand direction to the iconic brand. The campaign touches upon the nuances of Vespa's legacy, which is not just a scooter but a brand with a unique history of individualism and freedom.

The global campaign, which is also being launched in India, has been conceptualised by BBH. It focuses on people who ride the Vespa, those who are confident, trendsetters and can easily be spotted in a crowd.

The idea for the campaign came from a simple observation, when you ask questions, you lead a life which most people might find different and some might find it odd. The TVC is a glimpse into the life of Vespa riders who have asked these questions and dared to do their own thing, thereby creating something which the non-riders will aspire to possess.

Russell Barrett Russell Barrett

Russell Barrett, CCO and Managing Partner, BBH India, said, “Creating a film for a legendary brand like Vespa comes with its own share of responsibility. But I think the team at BBH and the director did a brilliant job. We had to pay homage to the really distinctive idea that 'Do You Vespa' captures, while ensuring that it looks incredibly stylish. And not just any stylish, but Vespa stylish! I'd like to believe both tasks were incredibly well accomplished.”

The TVC starts with 'Do You Tick Tock', a young guy in an inflatable pool on the roof of a skyscraper, taking time out to find his inner peace. 'The Do You Fantasy' sequence shows a girl painting bricks wherever the concrete is chipped off, adding an artistic touch to the otherwise dilapidated concrete walls. 'The Do You Against' sequence focuses on that one guy who breaks convention to enjoy a beautiful day rather than conform to the rat-race generation that is rushing to work in the morning. 'The Do You Me' sequence shows a girl who presses her palm against freshly poured concrete, leaving her print on a building – marking it forever. The TVC ends with the 'Do You Heart' sequence that shows a man running towards a border post and finally across the barricade at the check-post into the other nation. He embodies the passion to go where his heart takes him which is further amplified with the words on his T-shirt that read: 'Love Without Borders'.

Arvind-Krishnan-150 Arvind Krishnan

Arvind Krishnan, Managing Director, BBH India, said, “We had to be precise about the Vespa attitude and lead with the provocation 'Do you Vespa? ' It is also our first work on Vespa. We're excited that the film isn't just being aired in India but in Italy as well, which is the home of Vespa.”

Davide Zanolini, Global Marketing Head, Piaggio, commented, “Vespa is one of the few products where the word 'icon' is not misleading. And 'Do You Vespa?' is the new global communication platform to celebrate this. It is the enhancement of the personality of the Vespa riders – people who welcome change but they do it on their own terms. People who don't want to be different, but they know exactly what they want. That's the mark of a Vespa rider. And Vespa is the only scooter in the world with such a strong personality to say it. We are sure our customers will appreciate this approach.”

Ravi Chopra, CMD, Piaggio, explained, “This is a global campaign for Vespa.  A brand like Vespa goes beyond just the category it operates in and presents an ideology – a way of life. There would be those who identify with it that end up being Vespa riders. The campaign gives a perspective on the Vespa ideology and aims to attract more fans.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Vespa

Agency: BBH

Team BBH India: Russell Barrett, Arvind krishnan, Monideepa Nandi

Director: Lieven Van Balen

Sarmistha@BestMediaInfo.com

Info@BestMediaInfo.com

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