Pacino gives Vittoria a boost – and no ad agency; claims he wouldn’t have done it with a script
Julian Lee in today’s SMH reports that Vittoria Coffee sales have gone gangbusters since the launch of the recent campaign starring Al Pacino. But the client said the result could have been different – and certainly more expensive – if an advertising agency had been involved.
Quoting the client, CEO Les Schirato: ”One of the things that [Pacino] liked is that we didn’t give him a script. He liked the freedom as it was about his own experiences. He wouldn’t have done it if we had tried to put words in his mouth.” Pacino and Hollywood director Barry Levinson developed the script.
The client said engaging Levinson, who was behind hits such as Rain Man and Wag the Dog and who had just finished shooting a TV movie with Pacino, would have been more expensive had he gone through an ad agency.
22 Comments
Next thing you know they are going to start saying it was worth spending as much on the production as they spent on the media. These guys are too damn high.
My mate, Al.
Just proves you don’t always need an agency to make a good ad. Save some bucks and spend it on big name and director. Worth it.
It shouldn’t work, this spot, should it?
Generic strategy, no script, no agency!
And yet it does work, and clearly very well.
A good idea doesn’t care where it comes from, maybe a good TVC doesn’t either.
Don’t worry kids, it’s not the end of the world.
Great maybe all clients should write their own ads then.
in fact you could save money on hairdressers by cutting your own hair.
Or funeral costs by burying yourself.
Just goes to show it’s not rocket surgery… don’t tell anyone!!!!!!!!!
And imagine if they weren’t even selling anything and there were no cameras and stuff. Amazing.
There are actually plenty of clients that write their own ads. And as much as I’d hate to say it, I personally think is great. The client is obviously a smart guy. I applaud this campaign. It’s about the love of good coffee. And the fact that Al like many other people in this country don’t feel right unless they’ve had their morning coffee. (That’s called an insight).
Let’s face it, He’s one of the very best actors of his generation. People loooooove this guy. I looooove this guy. When he delivers this script he makes you feel like he’s your old wise uncle. Ideas are one thing but emotion is what elevates an idea to greatness. Okay so it’s not a great idea but it’s a great emotive ad. It’s pure coffee passion. And I love the fact that he doesn’t say this is the coffee I drink he just gives it a nod and says this is good coffee. Tastefully done.
As for the cost debate, of course it would have cost a lot more if an agency did it. We’ve got overheads buddy. It’s just like you guys charging $3.50 for a coffee in a cafe for hot milk, a spoon of coffee and a little bit of hot water. Overheads.
Look. When you’ve got an Oscar winning legendary director and Al FUCKING PACINO you don’t NEED a script.
He could stare at the logo for thirty seconds and it’d still flog coffee.
However, as most client’s don’t have the three million odd it would have cost to make a single commercial, I suggest they stick to what everyone’s been doing for the last hundred years.
So bully for fucking Vittoria.
Al Cappuccino.
ZING!
both levinson and pacino have taken the piss guys. easy money. that’s all there is to it.
But what’s it done for Pacino? I’m sure he made some coin but the whole exercise cheapened him a little somehow. I can’t imagine Serpico digging this Pacino guy at all.
Could you imagine how most clients would have reacted if their agency said: “we’re going to shoot this $$$$ ad without any script. Al can say whatever he wants and he doesn’t even have to mention your product name if he doesn’t feel like it.”
I guess you need bigger nuts than any of the losers slagging this spot off to admit the client has done good.
Any out there?
3:44, do you imagine he gives a tap what 19 million Australians think he’s doing to the Al Pacino brand? The very same logic has seen any number of US celebrities do weirdo ads in Japan and elsewhere. Look at the ads Seinfeld did for Forgetmebank. 360 million Americans will never see these ads.
Your standard star f@&$er marketing dept who want the trips and the shmoozing over good clear thinking. I’d gets kpi’s all power to them.
It’s basically Zoot Review with a top-shelf actor and director. Of course it worked. For the money they shelled out, you’d hope so.
Should writers be worried by this development? Hardly. It’s still lacking an idea, which is the difference between a workman-like ad (like this) and a classic that works its gonads off for the brand (Barclays – Anthony Hopkins, Old Spice – Isaiah Mustafa, etc.)
It’s sad to saw how you guys just don’t get it. Sure it’s not award winning but have you looked at what’s on tv or this blog matter. This is better than 95% of the work that’s out there. The audience loves it and it’s going gang busters st the til. I take my hat off to this client. This work is category breaking at worst.
C’mon. It’s no wonder they didn’t go through an agency. They blew the money they’d usually spend on an idea, research and meetings on a big name actor. At the end of the day it’s lame dialogue shot really badly. I cringe everytime I see it on the TV because it’s so contrived. Clients should realise that anyone will big up your brand if you pay them a million dollars. But it doesn’t mean consumers will believe them.
And of course the client will say it’s boosted sales. They have to. It’s their work.
I’m with 1.19.
This ad is better than 95% of what agencies produce in the category. The last memorable coffee ads wouldv’e been years ago for Moccona. Everything else you’d forget in an instant.
Who cares if there’s no agency? It’s whether it’s memorable that counts.
They did a great job. Lets be honest, we’re just pissed they did it it without us. Enough of the sour grapes.