With  Vidal and InTesta, a wave of “Vidalità.”

Vidal’s new communication campaign gets underway Vidal’s new communication campaign gets underway.

Everyone feels better after a shower. But after a shower with Vidal we feel enveloped in a wave of freshness, good humour and energy that stays  with us throughout the whole day; a wave of vidalità.

That’s the insight behind the new Vidal campaign created by InTesta – Armando Testa Group. Italy’s best loved brand of shower gel is communicating once again with a dynamic, colourful and involving ad, sure to become the musical catchphrase of the summer. 

The wave of vidalità that is released after a shower is at the centre of the story: a wave of energy made of freshness and wellbeing, able to transform a daily routine into a regenerating ritual. Thanks to its embracing and energising fragrances, Vidal reawakens our senses,  banishes tiredness and recharges with positive sensations…

even  having a knock-on effect on those around us. 

This wave comes to life in a spectacular way in the ad: a multi-coloured 3D wake which takes on the colours of Vidal and envelopes the protagonists and then spreads throughout the crowd, touching everyone with its energy. So the ad becomes a choral explosion of joy, dancing and smiles, all to the notes of a surprising remix of a much loved track.

Music is indeed a big star in the campaign; the famous track “La vasca” by Alex Britti is reworked in a Vidal version and transformed into “La Doccia” (The Shower), to create an irresistible jingle  that is sure to get into everyone’s head and stay there.

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The ad was directed by Matteo Montagna and will air from 22nd June in cuts of 30” and 20” on all the main television channels.  The campaign will be supported by extensive cross-media planning: radio, digital, social contents and a special activated on TikTok conceived to get the whole of Italy dancing in the shower…. but also outside. 

CREDITS:

• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• Creative Team: Chiara Panattoni, Carlotta Gilardi

• Client Director: Laura Alberti

• Client Service: Claudia Bartorelli 

• Production Company: Albatros Film