Italian ice-cream brand Sammontana has released a commercial for its ice-cream stick Gruvi.
The spot, part of the brand’s first ad campaign for Gruvi, titled “Gruvi Caind of Lov”, was created by AUGE and depicts a variety of scenarios in which a diverse cast of people are eating a Gruvi ice cream. However, the way some of them eat their ice cream turns to be quite different from what viewers might expect in a gelato commercial. The spot includes all kinds of awkward, ungraceful, clumsy, and uncoordinated moments one can experience whilst enjoying their ice cream.
The end of the video, which is scored by Phil Collins’ song “Groovy Kind of Love”, sees the tagline “Gruvi Caind of Lov” appearing on the screen. “Gruvi Caind of Lov” is the way Italian pronounce the song title.
The brand’s campaign runs across TV, digital channels and national OOH.