Peuterey has taken a tongue-in-cheek approach to its fall advertising campaign.

The high-end Italian outerwear brand knows that its name is hard to pronounce so it has created a video that shows models at a casting call struggling over the proper pronunciation — pet-ta-ray rather than poo-ta-ray. Peuterey is named for a mountain in the Mont Blanc range in the Italian Alps.

The 60-second film, directed by Bruno Ilogti in partnership with Giovanni Bianco, has the male and female models take a stab at saying the name, complete with their embarrassed giggles, questions and ultimately pride at getting it right at the end.

The video, which is being shown on Peuterey’s web side, augments a more traditional campaign shoot by the team of Mert Alas & Marcus Piggott and directed by Bianco that made its debut in June. The campaign features models Marjan Jonkman and Filip Hrivnak in images shot on the street in an urban environment.

A billboard for the campaign is being installed in Milan for fashion week and La Rinascente is dedicating its shop windows to the brand.

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