Martini to promote Italian heritage in TV ad

Martini is to promote its Italian heritage in its first TV advertising for two years, which also introduces the strapline 'Martini - the perfect start to the end of the day'. The 30-second spot, the first creative work by WCRS since it won a three-way pitch for the account in July 2001, is set in Rome and features women drinking Martini at the end of their working day and kicking their shoes off into the air. The £1.5m campaign breaks on November 1 and will run until the end of the year, attempting to reach 90% of Martini's target audience of women aged 25 and over. It follows on from a summer sampling campaign that reached 600,000 people. Martini has not advertised on television since December 2000 when it ran an 'Any time, any place, any where' campaign, through HHCL and Partners.