"Chairs"

15 April 2025

60s

Relocation, relocation, relocation.

No one wants to sit in the shade with their bottle of Birra Moretti so when the church bells signal the news that the rustic village bar's outdoor seating will soon be shrouded in shadows, there is only one thing to do. Relocate.

The proposition is simple and, to some extent, clichéd, so the success of this ad is entirely dependent on the execution. Just as well then that agency Lucky Generals opted for Sam Pilling, a director with an eye for beauty.

In turn, Pilling has assembled a collection of some of the most gifted craftspeople in the business, including his regular collaborator in the edit suite, Ellie Johnson; cinematographer Daniel Waldheim; Leonardo Costa and Nick John at Coffee and TV; and Jean-Clément Soret at Company3; and the Ashwell brothers at 750MPH. And, between them, they have delivered a thing of beauty. Yes, we've seen it all before... but who cares when it looks this good?

It's a perfect reminder of the simple pleasure derived from sitting around in a beautiful setting and enjoying a few peaceful moments with your friends and, who knows, perhaps this is something we'll all get to do this summer... though, not necessarily, in a setting this gorgeous.

UK

Lagers