The company chooses Vittoria Puccini and Ferzan Ozpetek for its first advertisement
Pesaro, 28 April, 2011. Febal Cucine has put together an outstanding team – with Vittoria Puccini (actress), Ferzan Ozpetek (director), Maurizio Calvesi (director of photography) and Pasquale Catalano (soundtrack) – to ensure that its first television campaign makes an impression.
The advertisement, on air from the beginning of May and with a possible second rotation planned for September, was conceived by the agency In Adv and produced by Haibun. Two versions of the advert – 30 and 15 seconds in length – will be aired in rotation by Media by Design on Italy’s major channels. A teaser of the advert is viewable on the Italian version of the website www.febal.com, while the full film clip will be available from Monday 2 May.
The sophisticated and stylish actress Vittoria Puccini was chosen for her innate elegance. The very concept of the campaign, titled ‘La Buena Educatiòn’, is in fact based on the idea of elegance: someone with truly unique class can get away with anything – especially if they happen to be in a Febal kitchen, which is just as unique. It’s evening and the actress comes home after a high society evening: sophisticated and beautiful in her haute-couture dress – which was created especially for the advertisement – Vittoria puts down her purse on the table, takes off her ear rings and sets them down on the centre island of the Cherry kitchen, lets down her hair, goes to a wall unit and chooses a crystal glass. She then changes her mind and takes a Tetrabrick carton of fruit juice out of the fridge. The glass is no longer needed, and Vittoria drinks the juice through a straw, finishing off the last few drops with a gurgling sound.
She then bursts out in a mischievous laugh. “Only in a kitchen like this can I do anything I want. Febal, like nothing else”, and the advertisement ends.
“We are very proud of this television début” says Colombini Group CEO Emanuel Colombini. “Our group acquired the Febal brand two years ago with the intention of developing it even further by focusing on the quality of its products, which express the best values of the Italian manufacturing industry. And we are working in this direction not only through the development and launch of many new models created to respond with superior design and versatility to the most modern and pressing demands of the market for innovation and accessibility, but also through a new marketing strategy and an integrated multichannel communication plan – a plan that has been significantly revised and extended for 2011 which, alongside press campaigns, media relations and participation in the sector’s leading expos, for the first time in the history of the company now also includes television.
This is a significant step which, in my opinion, the brand is fully ready to take, and a strategic choice that emphasises – from a product perspective – our commitment to creating proposals combining innovation, function and superlative design and, from a communication perspective, our focus on disseminating the unique qualities and distinctive characteristics of the Febal range.”
“The Febal advert – says In Adv managing director Camilla Costaguta – represents a significant milestone in the partnership between the brand and our agency. This collaboration began in 2009, with the creation of a press and billboard campaign, and over the past two years we have worked together to build a strong, coherent and appealing strategy that has led naturally to this TV launch, which projects the Febal strategy to a new level.”
Founded in Pesaro in 1959, Febal Cucine manufactures modular kitchens that stand out for the outstanding quality of the materials used, superb design and are the products of extensive research into function and technology. In 1991, Febal took over Rossana RB, a reputed Italian company specialised in design. In 2009 the Febal brand was acquired by the San Marino based Colombini Group – an interior furnishing concern with seven brands and a vast selection of products catering for every aspect of the home. The Colombini family has continued the tradition of quality and attention to detail which, over the years, has earned Febal a reputation as a prestigious brand in Italy and across the world. The new owner brought its well consolidated philosophy based on efficiency, accuracy and punctuality that has always distinguished the group.