Launch of Police's advertising campaign yesterday

Starting Sunday 15 April, the well-known brand by the De Rigo Group will be on Mediaset networks for about a month.

The commercial, following in the footsteps of the most popular music-clips, focuses on contrasts: there is a close up of a man and a woman moving slowly, while a frenetic image of New York is shown in the background, almost to convey the idea that those who wear Police stand out in the confusion of the city. The red and steel of Police's glasses prevail in the middle of the scene, in a play of colors.

The video was filmed at Smashbox Studio in Los Angeles while the background effects, filmed in New York, were put together afterwards. The filming and directing are by the publicity director Miro, while the agency Zanon & Partners was commissioned with the artwork, under the supervision of the art director Riccardo Zanini.

The television campaign, consisting of 300 commercials concentrated in the peak listening times, will be on air in the commercial breaks of programs such as ControCampo, Le Iene, Grande Fratello, Motomondiale and Striscia la Notizia. The envisaged cover is 83% of the target, with over 11 million contacts per week, and a total investment of over two million Euros.

Antonio Banderas will be the protagonist for Police's visuals on printed paper and Internet. The campaign will also appear on the main monthly and weekly magazines, such as Panorama, Chi, Espresso, Men's Health, Max, XL and Cosmopolitan between April and August, as well as on the sites of the Repubblica.it, Vogue and Vanity Fair.

The pictures show an attractive, sexy Banderas who interprets the American Dream, which is the campaign's leitmotiv, with the top model Deanna Miller.
Just as the concept of the Police brand requires, the Spanish actor transforms, in front of the lens, from a funny and ironic boy into a passionate Latin lover and tough, streetwise rebel.