More than utility this is fun. Vespa is fun. Is this inspirational, well not enough but certainly promises some good time at outdoor on a sunny day. Don’t make Jack a dull boy ;). Forget parking tantrums. Its more of perception of value. No ‘paradigm shift’ over the years Vespa remains its proposition which is contemporary in nature and never going to be outdated.
Don’t sure about the competing demand that it has to go through. Category may not offer a single digit growth but the brand is still alive.
Agency
The Ad Store, New York
Client
Piaggio USA Inc., New York
Creative director
Paul Cappelli
Art directors
Velma Choi
Marcello La Ferla
Copywriter
Aaron Brown
