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our department thought our internal teams would handle this sort of thing - but after our discovery call, the penny dropped as to why we don't....
..I didn't think it was going to work for our brand, as I couldn't see a Japanese commercial anywhere - once it was explained that each commercial is created to our target customer, it all made sense.
The commercial brought roughly an extra £9,000 in the first month...
...after posting the commercial and getting 36k views with only a £200 marketing campaign and competition copyright behind it...
The creative is across our entire hotel's internal monitors, email campaigns and socials boosting professionalism and trust to our customers...
This commercial was created for Amore as a broadcast-led campaign across STV and ITV, supported by regional social media advertising. The objective was to introduce Amore’s new five-course regional tasting menu, inspired by different areas of Italy, and to elevate perception of the restaurant without rebranding its core identity.
The film follows a single actress moving through central Glasgow, beginning her journey as familiar city landmarks subtly begin to shift. As she walks, the environment transforms through CGI: modern architecture collapses into classical Italian forms, streets echo Roman textures, and the city gradually gives way to Italy itself. The journey culminates outside Amore, where the restaurant stands framed against the Colosseum, visually bridging Scotland and Italy in a single moment.
The concept was built to create a sense of transformation, not just of place, but of expectation. By blending recognisable local landmarks with cinematic visual effects, the campaign tapped into the same psychological pull as major film productions shot in a viewer’s home city: familiarity breeds curiosity, and curiosity drives action.
Alongside the narrative transformation, the film highlighted Amore’s interior design, wine pairings, and refined service, positioning the tasting menu as a premium, destination experience. The commercial ran alongside major prime-time programmes, including I’m a Celebrity… Get Me Out of Here and The Chase, and was supported by paid regional placements and large-format screens.
The result was one of the most technically ambitious commercials aired in Scotland at the time, delivering Amore’s first-ever record-breaking month immediately following launch and cementing the campaign as a standout moment in regional broadcast advertising.
This was about making people feel like they’d travelled to Italy before they even sat down at the table.