In her very first global advertising campaign, Ferrari is envisioned as the interpreter of the Italian art of living, a role which has long been attributed to her by consumers and media worldwide. The campaign presents Ferrari as emblematic of all that is 'Italian par excellence'. The Italian way of living is understood as the correlation between elegance of form and the quality of the experience, which is arresting from the very first glance.
The joy of Ferrari bubbles is framed by moments typical to Italian life, bright, rich, vivid landscapes, with the majestic skyline of Venice, emblematic of the unique art, history, and traditions of Italy. The commanding natural allure of a beautiful Mediterranean model evokes feelings of warmth, seduction, and zest for life. Just like Ferrari.