Tears of joy, unforgettable memories and authentic feelings about Bobby Solo's musical masterpiece lie at the heart of the advert signed by Bitmama Reply
hu openair, is presenting its new advert "A holiday that stays in your heart". At the heart of the communication is a new narrative, which subverts expectations and surprises the public, focusing the creative concept on tears. Crying might be commonly associated with negative emotions in the collective imagination, but on this occasion the brand invites us to rediscover its true essence: a unique form of expression for strong and often positive emotions such as love, emotion, joy and laughter. “A holiday that stays in your heart” actually recounts the unique experience that every guest can enjoy in the hu openair world – moments that are so special and absorbing that they can't fail to touch guests' hearts and resurface every time the advert plays, like an open window onto what made them smile, feel excited and enjoy a heartfelt experience.
As in hu openair's first advert “We miss you, we miss hu”, accompanied by the original version of the iconic song “Ritornerai”, the new advert also finds a distinctive element of its narrative in Italian music. The chosen soundtrack is “Tears on your face” by Bobby Solo, a timeless classic whose delicate melody and passionate words become the perfect background to recount how heartfelt tears are the most powerful expression of authentic, pure feelings. With every tear you make a precious memory, a tangible sign of emotions you feel from the heart and won't ever forget. The new advert therefore aims to focus on the emotions that guests experience when on a hu holiday.The tears of the main characters, who experience deep feelings in everyday moments because of the brand, symbolise the emotion of an unexpected birthday cake, the contagious laughter of a group of friends enjoying a barbecue at sunset, the close companionship of a couple, the happiness of a long-awaited meeting, the excitement of an adrenalin-filled adventure and a father comforting his daughter. The campaign's goal is to recount how holidays that stay in your heart are reflected in your eyes, evoking emotions that go beyond words.
The creativity of the advert – which will be broadcast in 45'', 30'' and 15'' formats – was produced by the creative agency Bitmama Reply, which cooperated with the production company The Big Mama to produce the ad. In the words of Valentina Fioravanti, Chief Marketing Officer Human Company, “this new campaign represents a further step towards consolidating the brand and promoting the open-air product in the festive season, a time which has always been particularly important for holiday planning in the coming year. With the aim of making hu openair even more recognisable, we chose to focus on engaging storytelling and on a recognisable but evocative soundtrack while placing guests at the centre, which perfectly reflects our mission." “With 'A holiday that stays in your heart' we recount the bonds, joys and deep feelings that make every stay in our facilities unique and memorable, inviting the public to rediscover the beauty of fleeting but deep-felt emotions and the value of living life to the full”.
"With this campaign we wanted to celebrate the power of authentic emotions, so that tears came to symbolise precious memories and deep feelings. The idea of subverting the common association between tears and negative emotions allowed us to create a surprising and intimate narrative, which gives pride of place to our guests and their experiences. 'Tears on your face' was a natural choice of soundtrack, as it is a timeless song that amplifies the intensity of the cross-channel message and gives the campaign a poetic and timeless atmosphere”, comments Nicola Gotti, Chief Creative Officer & Partner of Bitmama Reply. She adds “our goal was to tell a story not just about a stay, but about an experience that remains etched in the hearts and eyes of those who encounter it".
For five weeks, starting 22 December, the advert will be on air on the RAI, Mediaset, LA7 and SKY national networks and on the main connected TV services (Mediaset Infinity, Rai Play and SKY). Furthermore, from 21 December and for two weeks, the advert will be broadcast in cinemas through the Circuito Cinema Italia company. The video will also be shared digitally with a campaign planned on a wide range of platforms, including Google, Meta, YouTube, TikTok, Spotify, Netflix, SKY and, for the first time, on Amazon Premium Display. In addition, it will be broadcast on the video walls in the main stations in Turin, Milan, Florence and Rome. Finally, the digital campaign will also be extended to the Netherlands and Germany, key European markets for hu openair facilities.
Credits:
Agency: Bitmama Reply
Chief Creative Officer & Partner: Nicola Gotti
Creative Directors: Alberto Rigozzi and Fabio Montalbetti
Head of Brand Experience: Julie Carpinelli
Senior Copywriter: Ferdinando Guadalupi
Art Director: Marco Novello
Copywriter: Carlo Brasher
Account Manager: Elisa Epifani
Account Executive: Carlotta Cuccato
Head of Communication Division: Ethiopia Abiye
CDP: The BigMama
Directed by: Francesco Quadrelli
DOP: Emanuele Mestriner
Ex. producer: Lorenzo Borsetti
Producer: Lucrezia Pellè
Ass. producer: Camilla De Giacomo
Production Director: Alessio Panseri
Isp. production: Giulia Salvador
AD: Caterina Frola
Scenography: Elisa Ribolini
Stylist: Martina Iorio and Chiara Zilli
Make-up: Marika Cappello and Claudia Loi
Post-production video: The BigMama