«You cannot be serious!»: Sergio Tacchini's fall campaign

The Hooligan

THE ITALIAN BRAND POINTS ON SIMPLICITY AND PERSONALITY OUTSIDE THE CHORUS

«You cannot be serious!» is the new claim by Sergio Tacchini. Starting from autumn 2019, the brand will launch the advertising campaign for the new collection. There are three elements that stand out: irony, tradition and a clean image. The result? A strong way to present the new creations to the world.

The Urban Ninja

After the graphic line of winter 2018, the focus shifts to faces, as there is no scenic element to disturb the background. The protagonists are «young people with very strong personalities, the protagonists of our time; there is the sportsman, with marked traits and reminiscent of the hooligans, the somewhat self-centered and over-the-top artist, the model and the urban ninja, the metropolitan girl who maintains her marked femininity despite a masculine look. All young people who come out of the chorus thanks to their charisma, exactly as he did 40 years ago John McEnroe.»

The Model

THE CHARACTER OF MCENROE AND THE STORY OF SERGIO TACCHINI

Wimbledon is finished. Novak (Nole) Đoković, for men, and Simona Halep, for women, are the winners. Tennis is a historic sport and Sergio Tacchini has certainly contributed to its time, above all, obviously, on an aesthetic level. At least since 1966, when it was founded by the same tennis player. Over the years John McEnroe has been one of the protagonists and it is precisely to him to attribute the phrase «You cannot be serious», issued during the edition of the English tournament in 1981.

The Artist

Irreverent, the Italian company has chosen it to launch a dual message: «it is referring to the attitudes of the four characters (protagonists of the campaign, ed), but also to the very idea of not taking yourself seriously , to leave space to irony.» Because in the end, the real champions, are those who take the defeats with philosophy and equally not so seriously the victories.

sergiotacchini.com