"Cinema"

28 November 2025

2 mins 10s

Take your seats.

Brunello Cucinelli's Christmas spot is an unabashed love letter to cinema. Directed by Michael Gracey ('The Greatest Showman', 'Better Man'... he likes films with 'man' in the title), the ad welcomes viewers to Cinema Meraviglia, an old-school picturehouse where patrons of all ages dress up for the occasion with nary a smartphone in sight.

There's no dialogue, but the characters are easy enough to read. Dressed from head to toe in Brunello Cucinnelli's autumn winter threads, they include a couple on a blind date, a group of twentysomething pals, kids full of beans, and an older couple that the cinema manager becomes a sort of guardian angel for. Even Cucinelli himself makes a cameo appearance (he must get a hefty discount).

The clothes are paramount, of course, but Gracey and production designer Sarah Jenneson also strive to make the cinema look as good as possible. It’s the reel deal, so to speak, from the neat and tidy rows of popcorn to seats the colour of caramel. You might say the brand puts the garb in Greta Garbo.

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