SPOT ON: Italian hosiery, innerwear and beachwear brand Calzedonia has tapped American actress Julia Roberts for the company’s newest TV commercial for 2015, which will debut on Sunday.
The spot, set as a light comedy, plays in Los Angeles inside a Calzedonia shop, which was built for the occasion. It is directed by Grant Heslov, who received an Academy Award as a producer for “Argo” and is a personal friend of the actress. Roberts starred in Calzedonia’s TV ad campaign once before, last year.
Her reappointment coincides with the brand’s expansion plans and business development, not only in Italy but also foreign markets. According to media reports, the company is ready to enter the U.S. market with store openings, starting from New York. In 2014, the Italian group registered sales of 1.8 billion euros, or $1.3 billion at average exchange rate, in 2014, up 11 percent from the previous year.
Calzedonia also owns the brands Tezenis, Falconeri and Intimissimi.