Nothing like a good sparkling water to share a divine meal in a friendly atmosphere. And San Pellegrino is the perfect drink for such an occasion!
For its new advertising campaign, San Pellegrino called on the talented photographer Elliott Erwitt to share with us a certain Italian savoir-vivre. Black and white shots from which escape bursts of laughter, smiles and good food, real moments of conviviality in different atmospheres.
Elliott Erwitt is an American photographer born in France of Russian-Jewish parents. He spent ten years of his childhood in Europe, notably in Italy, Germany and France, before his parents emigrated in 1939 to the United States, to New York and then to Los Angeles. Robert Capa was one of the first to notice him and to invite him to join the famous Magnum agency, which he would preside over a few years later. A retrospective of his work Personal Best took place from February 3 to April 4, 2010 at the Maison Européenne de la Photographie in Paris.
His style: black and white reportage photos in which life is not frozen, he is a lively and mischievous observer of daily life to show the ironic and absurd side of life. For a few moments, we in turn witness the scenes he immortalizes, we are part of it, we feel all his moments of joy captured forever, we feel these moments of emotion that he offers us.
For this campaign, a common thread: pleasure and sharing around a meal. Elliott Erwitt first takes us to the heart of Lombardy in Milan, to meet the two-star Michelin restaurant Cracco. From the chefs’ dinner before the evening service to a surprise birthday party organized in the restaurant, the photographer captures these unique moments of happiness and conviviality. Then he takes us behind the scenes of a film shoot, probably a peplum since the protagonists are dressed in the purest style of Ancient Rome. A large contemporary loft is the opportunity for Elliott Erwitt to take the pulse of a contemporary cosmopolitan society around a meal where it is the men who cook. And finally Elliott Erwitt photographs an elegant family preparing to share a convivial meal in Boccadasse near Genoa.
This campaign for San Pelligrino, very present on the French market, does not betray the spirit of Elliott Erwitt’s photographs. On the contrary, they reflect in turn a slice of life captured by the photographer’s eye.
“Nobody is out, everybody is invited” so let’s join the party and share this conviviality in all simplicity.
Marie-Odile Radom
Cette publication est également disponible en : Français (French)
