The 2007 Campari ad campaign stars Salma Hayek in turbid hotel scenes directed by Matthew Rolston and created by American agency Lambesis.

Hotel Campari, presented in Milan earlier on this year, is a magical and ethereal place, rich in sensuality, where dreams and reality come together. The multimedia project was launched in various formats: the Campari 2007 Calendar, produced at international level and in limited release, as well as the TV and print ad campaign. Hotel Campari’s initial launch was also supported by the www.hotelcampari.com dedicated website.

Internationally acclaimed photographer Mario Testino created both the images for the calendar, now in its eighth edition, and those for the ad campaign, capturing Salma Hayek’s sensual Latin beauty in 12 timeless and intense

pictures.

In the ad “Le Connaisseur”, Passion, represented by Salma Hayek’s bewitching presence, roams through a hotel of desires. The film lives through a mosaic of scenes shot in Prague’s beautiful Hotel Le Palais – doors that open and close, murmured whispers in the background, and alluring glances set the tone. A haughty and determined Salma Hayek advances down the hall, ignoring temptations and intrigue at every door. She has a desire that must be fulfilled – what could it be?

There is no hesitation in Salma’s decision. She sweeps into the room where a mysterious and unknown hand pours her a glass of Campari. The Campari Red Passion frame closes the ad.

Director Matthew Rolston filmed the ad by starting with the idea of boutique hotels, sexy and exciting sites that naturally fall in with Campari’s brand image, and investing in suspense and the Mexican actress’ irresistible charm to seduce the viewer.

Matthew Rolston, born in California and raised in Hollywood, is an eclectic character. He is known as a photo-grapher for his pictures of Andy Warhol and the Rolling Stones and has exhibited his work in prestigious galleries and museums across America, Japan and Europe.

In the film industry he is known for directing Janet Jackson, Madonna, Lenny Kravitz and others in their music videos and has also directed television ads for Ralph Lauren, Gap, L’Oreal, Revlon and other international brands.

Lambesis, San Diego, executed the campaign with creative director Chad Farmer. Mindshare was responsible for the planning.

Three billboards featuring selected visuals from the 2007 Campari ad campaign have been strategically placed in the central northern part of Malta and will be displayed for four consecutive weeks.

Campari is imported, marketed and distributed by Wands Ltd, a subsidiary of The Farsons Group of Companies.