Entering Red - Campari | Clapboard Ad Archive

Entering Red is a masterful 2019 campaign from Campari, crafted by JWT, that elevates the brand within the Alcoholic Drinks category through a richly cinematic narrative that places the product at the heart of its story. Featuring Ana de Armas and Lorenzo Richelmy, two actors whose rising profiles add depth and credibility, the campaign is directed with a cinematic rigor that reflects Campari’s heritage of passion and sophistication. The film unfolds as a narrative-driven short movie, a format Clapboard classifies as FORMAT#5 EXEMPLARY STORY, where Campari is integral not as a mere prop but as a catalyst for transformation and emotional resonance. The campaign’s exclusive use of a single film asset amplifies its impact by focusing attention on a refined storytelling experience that aligns with Campari’s iconic red—a visual and thematic emblem of intensity, boldness, and refined culture. By anchoring the campaign in Italian language and culture, JWT reinforces authenticity and roots the brand in its origin while appealing to a discerning international audience attuned to premium, narrative-rich advertising. The collaboration with a director known for his critically acclaimed feature films adds a layer of artistic legitimacy that transcends typical beverage marketing, positioning Campari as an embodiment of creativity and emotional depth rather than just a consumer product. This strategic fusion of star power, auteur direction, and a plot where the product plays a vital role exemplifies a bold communication approach that differentiates Campari in a competitive market saturated with more conventional campaigns. Entering Red’s score of 72/100 in Clapboard’s global creative archive reflects its creative strength and strategic clarity. This campaign matters to the advertising industry because it demonstrates how a heritage brand in the food and drink sector can leverage cinematic storytelling and cultural specificity to create emotionally engaging content that resonates beyond traditional product promotion.