If you love it, it’s Mai Troppo. If you enjoy it, it’s Mai Troppo. If it makes you feel good, it’s Mai Troppo.
Social media has been abuzz with hype over Roman jeweller Bvlgari’s latest advertising campaign — ‘Mai Troppo’. An ode to life, joy, and happiness, the name directly translates to mean “never too much”, aligning with the maison’s flamboyant approach to high jewellery.
Featuring pieces from Bvlgari’s most iconic ranges — cue High Jewelry, Serpenti, B.Zero1, Fiorever, and Divas’ Dream — Mai Troppo serves as a piquant reminder that it’s important to enjoy life’s moments, whether big or small.
Mai Troppo comes in the form of a short film, centered around a mysterious, visiting woman, who is heavily discussed by everyone in Rome. “She’s here,” someone says in hushed tones, “Everyone thinks she’s so interesting.” A bartender chimes in: “She’s always in the right place.”
Featuring a cast of talented, strong, and stunningly beautiful women, the film is all about expressing Bvlgari’s fiercely unapologetic approach to life. It also doesn’t hold back in drawing from its poetic location, showing Rome in all its glory. You have the fabulously flamboyant sites, from shots of the coliseum, to scenes at the Villa Aldobrandini in Frascati. As the film comes to an end, each of the stars say the tagline: Mai Troppo.
The outstanding and impressively diverse cast includes supermodel Lily Aldridge, British actress Naomi Scott, and current Hollywood star Zendaya. Through vibrant, intense scenes shot by Swedish director and photographer Johan Renck, the campaign is the perfect reflection of Bvlgari’s love for life and fearless pursuit of happiness. You’ve got Lily Aldridge — glammed up in Bvlgari’s HJ collection — walking dogs by Rome’s Fori Imperiali. Naomi Scott’s Bzero1 rings glint as she indulges in a chocolate dessert, while Zendaya wears jewels from the diamond Fiorever collection as she poses in a lush garden. Joining them is Chinese-Canadian superstar singer and actor Kris Wu, who enjoys a coffee — extra sweet, of course — at an elegant cafe, an Octo steel watch spotted on his wrist.
Mai Troppo is a reminder that you can never have too much of anything that brings you joy, an that Bvlgari’s jewels can be found everywhere in your daily life — belonging both at fancy evening soirees, and in even a bus commute.
Find out more about Mai Troppo at bulgari.com.