Armando Testa creates animated sitcom to push Lavazza

by Jennifer Whitehead, Brand Republic 15-Sep-05, 12:00

MILAN - Italian ad agency Armando Testa has developed a 12-part animated sitcom to promote coffee brand Lavazza, based on a character who starred in 1960s ads called Carmencita.

The 12-part series will run on the television channel Italia 1, starting from Friday October 14 at 7.30pm. Each episode will last for around 2 minutes and 30 seconds.

Through the series, Carmencita -- a character shaped like a coffee filter -- will introduce her world and her friends to viewers. Characters include: George, the musician from London; Beatrice, a stylist; Michelangelo, the charming gay painter; and Blow Up, her vain cat. Carmencita, along with her fiance Cabarello, starred in a long-running ad campaign for Lavazza starting in the 1960s. It was also created by Armando Testa.

The sitcom will be supported by 15-second ads on Canale 5 and Italia 1, which will be broadcast in the run-up to each episode, to build anticipation. There will also be a dedicated website carmencita.it, where people can find out more about the campaign and character, as well as catching up on episodes they have missed.

Marco Testa, chairman and CEO of Armando Testa, said: "It's neither a classic advertising television campaign nor a product placement, but a new communication concept, a real sitcom which sees Carmencita as the main character.

"Personally, I am fond of this character, which has always been with me since I was a child, and I am almost sure that this event will bring Lavazza to new potential consumers, who will love Carmencita like those of my own generation."

Armando Testa has worked for Lavazza for more than 40 years. The current campaign is by German Silva, general creative director in the agency's Turin office.

Other creatives on the campaign were art director Andrea Lantelme and copywriter Cristiano Nardo. The screenplay was written by Jenny Bicks, who wrote numerous episodes of 'Sex and the City', along with Fabio Bonifacci and Nardo.

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