Screen legend and Oscar-award winning actor Al Pacino is currently starring in a print and television campaign for Vittoria, Australia's No.1 pure coffee brand*, in what is his first ever product endorsement in his career. The television campaign was directed by Academy Award Winner Barry Levinson, best-known for films such as Rain Man, Good Morning Vietnam, Wag the Dog and Sleepers and was produced by RSA the production company owned by Ridley Scott. Celebrity photographer Brigitte Lacombe, whose work has appeared in Vanity Fair, The New Yorker and The New York Times Magazine who has photographed the likes of Barack Obama, the Dalai Lama and Bob Dylan shot the print campaign. "We're incredibly proud and honoured that Al Pacino has agreed to star in a commercial for Vittoria. What's even more incredible is this is the first time the star of Godfather, Scent of a Woman and Scarface has agreed to endorse a product," said Les Schirato, CEO of Vittoria Coffee, the 100% family owned Australian company.
"The fact that Pacino is from an Italian migrant background - just like our family - makes him feel like a true ambassador for our brand." The advertisements were filmed in New York City in May in the West Village and first aired in Australia in July 2010. "We've been roasting coffee for over fifty years and have become the biggest pure coffee company in Australia. We sell the equivalent of 1.6 million cups of coffee a day. We wanted to celebrate this success by working with some of the most successful artists in the world to create our campaign."
Levinson joined the project at the suggestion of Pacino, who recently worked with the director on the television drama You Don't Know Jack, which recently aired in the United States. "We are proud that as an Australian business, Vittoria coffee has been able to secure one of the world's leading stars to endorse our brand. We compete against the world's largest food companies and are still Australia's no 1 in the pure coffee market." says Les Schirato.*Source: Aztec data MAT to 25.5.10 in Value ($), Volume (Tonnes) and Units
Vittoria Coffee congratulates Al Pacino on winning the Emmy.