La Marca Prosecco: Optimism Is A Mindset

Since meeting in art school, Italian natives Marc & Gio have helmed campaigns for a long list of clients including Jeep, Coca-Cola, Luxottica, Fiat, and have made names for themselves as directors with a cinematic style and a knack for cultivating big emotion. The La Marca Prosecco spot is no exception. Entitled “Optimism is a Mindset,” the campaign draws amply on their Italian roots. The dazzling 60-second spot follows a young woman through the streets of sunny Syracuse, Sicily, as the ancient seaside town around her transforms into images of smiling faces, uplifting sayings, and disco balls, and sings with the effervescent joy of a just-popped bottle of prosecco. Next to its aesthetic triumphs, the spot also uses an impressive array of visual effects—including the believable filling of two champagne flutes out of thin air. The spot is inspired by Cinettá, the famed 20th-century film studio in Rome known for being Fellini’s stomping ground, and as the location where major pictures like Cleopatra, Roman Holiday, and La Dolce Vita were filmed. Driven by the iconic Italian song “Nessuno,” the ad is a love story for La Marca prosecco and for every Italian’s favorite time of day—aperitivo.