This hot weather can leave one a little parched, no? Drinks manufacturers will be benefiting from this increased collective thirst—if their advertising is up to scratch, that is. One of the first brands to understand the value of really distinctive marketing was Campari, the Italian maker of the herby ruby-red aperitif: no wonder Futurist painter Fortunato Depero was inspired to declare that “the art of the future will be largely advertising”. Over a century’s worth of classic campaign imagery, including Franz Marangolo’s Swinging Sixties bottle-on-legs, is celebrated in The Art of Campari at the Estorick Collection in London, which opens tomorrow.
