The Experts

MV Line is a small Italian brand from Puglia that makes great, but “not-so-sexy” window screens and sunshades. While their products shine in quality, their brand recognition was still in the shadows.

To increase their awareness, we took advantage of a unique media space such as the commercial break during the Sanremo Festival (the most important music event in Italy, followed by millions worldwide).
To stand out from the crowd and the “noise” of competing brands, we made ourselves heard with silence.

The TV commercial opens with a man closing a mosquito net. He then looks at the camera and addresses the viewers, but his voice cuts in and out due to an obvious technical problem. Realizing that something is wrong and that we heard nothing, the man stops as an audio technician enters the scene to fix his microphone. Meanwhile, a text overlay reads: SORRY WE ARE NOT GOOD WITH TV ADS, BUT WE ARE EXPERTS IN SCREENS, PERGOLAS, SUNSHADES. After a quick test, the technician concludes that the microphone is working fine and that the problem is with the actor himself. To his great dismay.

A choice so crazy that its humor paid off.
We also used something increasingly rare in advertising: honesty.
MV Line is an expert in window screens.
Commercials? Not so much.