A manicured, seaside compound called the Bellissimo Country Club is a haven for the sporty and stylish jet set, where golfers arrive at the first tee via helicopter, swimmers never get pruny or sunburned, and no one is afraid to eat carbs.
The aspirational (and fictional) backdrop is at the heart of Fila’s new global campaign, the first work from agency partner Sid Lee.
The hero spot, clocking in at a sun-soaked 100 seconds, aims to “reintroduce the brand, reset brand perception and reignite brand love,” per a Fila statement. Officially called “Bellissimo,” the campaign continues the company’s stated strategy of digging into its Italian roots and hyping its fashion and athletic bona fides concurrently.
Guided tour
The mini-movie, shot at a resort in the Mediterranean, features a pizza delivery man as the viewer’s physical guide through the club’s sprawling, luxurious footprint. In what looks like a single shot, the camera follows his every step.
Though it’s a well-worn device in advertising, the balletic, fast-paced walkthrough with an affable character makes for a tour worth taking. It’s la vita bella all the way, with a splash of Wes Anderson’s quirky, color-saturated sensibilities and far too many aperitifs to count.
There are also plenty of eye-catching small touches in the video, like a worker serving up ice cream scoops that look like neon tennis balls, a player showing off his Tiger Woods-style trick shots and a couple sharing pasta a la Lady and the Tramp.
The work is “a clear celebration of our Italian heritage” and a “toast to living life to the fullest, in sport and in play,” according to Emily Maxey, the brand’s senior vice president of marketing. “Fila is at its best when we embrace the intersection of high performance and high style.”
