Back 5 June 2024

Glam up your lips with Deborah Milano and InTesta

Glam up your lips with Deborah Milano and InTesta

The new campaign to support the launch of Super Vinyl Shake Lipstick for vinyl effect lips is now on air.

If we want to feel irresistible, we carefully choose our most glamorous outfit to wear. Why not do the same with our make-up? To complement our look, we can add an extra touch of glamour, even on our lips with a super effect lipstick, like the new Super Vinyl Shake Lipstick.

This is the underlying insight for the TV campaign of Deborah Milano, a brand in the Sodalis group. Developed by InTesta – Gruppo Armando Testa, for the launch of its new liquid lipstick with intense and super shiny colours that give your lips a real, very long-lasting vinyl effect.

The TV campaign, directed by Francesco Calabrese, takes us into an abstract and imaginative world where the vinyl material is the unquestionable protagonist. The model, the face of Deborah Milano, moves around some sheets of coloured latex which remind us of the shades of the product and which also perfectly match her styling. She is a bold and confident but also ironic and light-hearted woman who wants to break out from banality, and that’s why she wants to feel super for both her style and make-up, without being afraid of showing her most glamorous side.

The video opens with a key visual with a strong visual impact: a pair of intense red lips emerge from a vinyl liquid. Then the protagonist emerges with ease and confidence from a gap in the set design, showing us her impeccable lips with their bright, intense colour, just like the fabrics surrounding her.

There are special steps to follow to apply the new Super Vinyl in the best possible way. First of all, it is essential to shake it well to ensure the components are perfectly mixed, then you should apply to your lips and leave it to dry for a few seconds. The third step is to surprise yourself by the super glam result on your lips, which lasts up to 16 hours and is totally non-transferable. This is demonstrated by the model herself, as she casually and ironically kisses the camera, certain that she won’t leave any trace.

The creativity is summed up in the claim “Glam up your lips”: an invitation to pamper yourself with that added touch of style and personality, even in your choice of lipstick whenever you feel like it.

The TV campaign in on air in a cut of 20” also backed up by a digital campaign with shorter cuts to take advantage of social and influencer marketing.


• Agency: InTesta – Armando Testa Group
• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro
• Creative Team: Chiara Panattoni, Carlotta Gilardi
• Client Director: Laura Alberti
• Production Company: Albatros Film

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