Sanremo 2025 - our favorite spots.

And this year too the Festival of Sanremo It has passed leaving us laughter, moments shared with friends or family, controversies, high fashion and, above all, a lot of music to destroy our ears with until summer.
An edition with a change of captain whose results were an unknown but which has revealed itself, more and more each evening, to be an intergenerational success.
In addition to the selection of songs and their artists, engaging but overall never over the top, this 75th edition of the Sanremo Festival also offered a unique showcase for creative advertising and innovative, confirming the increasingly essential link between the event and advertising investors.
Yes, we watch Sanremo also, and perhaps above all, for the commercials.

Being able to afford the advertising figures of the Sanremo slots is not a given and, given the investment, the spots must be taken care of in detail, perfect and engaging, fresh and never banal. This edition also gave us some interesting examples that you have surely noticed too.

COSTA CROCIERE
An advert that focuses on liveness, live footage from the Tuscan coast and request for a instant call to action: scan the QR code to try to win a cruise. None of us won but they certainly profiled hundreds of thousands of users. Interesting format, in the last broadcast of the spot the narrator recalled that “these are the last 30 seconds to win a cruise with Costa".

MV LINE
MV Line has found for these commercials an ironic and fresh way to talk about their mosquito nets which, in fact, are not the easiest object to make interesting and appealing for the popular Sanremo national audience.MV Line looks good on everything, even the wrong spot” and so scenes apparently dedicated to other products (energy bars, detergents, medicines), are revealed after a few commercial lines on mosquito nets, with a change of tone that displaces both the protagonist and the audience. The signature is by Maccio Capatonda and you can feel it. 

VERALAB
Cristina Fognazzi/Estetista Cinica and her successful brand VeraLab are the skincare partner of the event for the third consecutive year and could not fail to win an advertising slot. The musical background is Diva della Rappresentante di Lista, we are already starting very well and definitely empowered. The commercial in fact wants to celebrate the imperfections of the skin and the acceptance of one's body by showing four people immersed in the simple everyday life, without filters and without sublimations to define how surprising the normality of being oneself. The spot in fact "challenges the codes of beauty communication, blending authenticity and personality in a narrative that resonates with real life", we read in the press release. He didn't tell us about VeraLab products, he didn't make us want to buy Liquid Light or Spumone but in reality we should have already done so since everyone recommends them.

 

But the most loaded spots are always those of the competitor of traditional TV, who know perfectly well that during Sanremo they will find a very appetizing audience to convince.

NETFLIX
Netflix is ​​aiming to promote the series WEDNESDAY in a commercial completely silent – and this makes you look up from your cell phone – with a funny and provocative copy: “Netflix asked me to be here” “and who asked you to be a music critic?” “exactly no one” playing on the phenomenon of "know-it-alls from social media" which has seen the masses transformed into virologists, geopoliticians, sports managers up to the Sanremo week that transforms everyone into music critics. Was it nice to see this commercial? Yes. Did it make us want to watch Wednesday? Not really.

PREMIUM VIDEO
On the notes of "No one can judge me” the spot of the streaming giant Amazon focuses on the Sanremo air by choosing one of the most iconic, well-known and motivating pieces of Italian music. The claim is simple “You can find everything here” and all in all it works in characterizing Prime Video as a mega-box of contents but the real lever is the song. Well done then Caterina Caselli who has continued to conquer hearts with this song since 1966 (incidentally, it is his record company Sugar that signed the outsider revelation of this edition) Lucio Corsi!).

DISNEY +
"The greatest stories live here" is the claim of the five-act campaign designed for the Sanremo week. A storytelling that is articulated in a different spot for each evening of the Festival to promote the contents of the streaming platform.
The first spot, for example, begins with the copy “Once upon a time” and then review some iconic places Disney series such as 19th century Sicily, Seattle Grace Hospital, Pandora's Forest or Motor City.
The second one starts from the claim “The greatest adventures live here” and then show short clips of The Lion King “destined to rule the kingdom,” Titanic “destined to love forever,” Only Murders in the Building “destined to solve a murder,” and many more.
Effective? Yes. Our Grey's Anatomy-obsessed friends are dying to know what happened to Meredith Grey in the three-second clip featured in the commercial.