What do you do when the sun vanishes behind the rooftops just as you've settled in for an evening beer with friends? The answer is simple: grab your chair, rally your mates, and hike to the nearest hilltop to catch the last golden rays with a cold one in hand. This joyfully absurd premise forms the basis of Chairs, the hero film in Birra Moretti's newly launched global campaign, created by Lucky Generals and directed by Sam Pilling. It's a whimsical, cinematic ode to community, ritual, and the pleasure of doing something simple together. The campaign centres around the line "Enjoy Life's Simple Pleasures", a brand platform that aims to cut through the chaos of modern life with a message rooted in authenticity, warmth, and good humour. At a time when attention spans are short, and everything seems increasingly complex, Birra Moretti offers an alternative: slow down, pull up a chair, and enjoy a beer with the people you love. "In a world that's increasingly busy, noisy and complex, we look to Italy, where life's greatest pleasures are often the simplest," says Sam Fielding, global brand lead at Birra Moretti. "Our new global campaign playfully brings this idea to life, sharing the simple joy of connecting with your favourite people and enjoying a Birra Moretti in a beautiful Tuscan setting." That idea is carried across Chairs, and the companion spot Pull Up A Chair, in which a man carts his living room armchair to a bar when no other seats are available. There's a gentle absurdity to both stories, but the message is that pleasure doesn't have to be complicated and great moments are often found in everyday rituals, especially when beer, food and friends are involved. For Gareth Morgan, creative director at Lucky Generals, the idea was born from a desire to reflect real, relatable joy in a chaotic world. "Birra Moretti is here to remind us all that in an increasingly confusing and complicated world, pleasure is, well, simple. Your best mates, ice-cold beers, some antipasti and a sunset. What else do you need?" The campaign leans heavily on visual storytelling to strike an emotional chord without straying into sentimentality. Shot on film in a nostalgic 4:3 ratio, the scenes unfold with a timeless charm as we see sun-drenched village squares, weathered stone walls, and characters with stories etched into their faces. "There are very few places on Earth that know how to slow down and enjoy the moment better than a tiny village in Tuscany," says Gareth. "We tried to use the visual world, particularly the location and cast, to help with the emotion." That sense of place is no accident. Tuscany's cultural richness, from food and landscape to the rhythm of everyday life, was essential to capturing the campaign's tone. "Birra Moretti is from Tuscany, and the beer is literally called L'Autentica, so we were very keen to try and make everything feel as authentically Italian as possible," Gareth adds. The landscape is incredible, the food is banging, and the people are characterful and interesting." It turns out that the chair is more than a cute visual gag. "Everyone loves a sunset beer," Gareth explains. "And the whole village carrying chairs to the top of the hill to chase that last bit of sun felt like the perfect metaphor for what we were trying to say." Simple pleasures, after all, aren't passive. They're something we chase, share, and sometimes go out of our way to protect. The humble chair becomes a stand-in for that intention and a way to invite others in to make time for what matters. The campaign also marks the unveiling of a refreshed brand world for Birra Moretti, building on existing assets like its iconic Baffo character while giving the identity a contemporary update. With executions rolling out across film, social, digital and seasonal activations (including a focus on Birra Moretti Zero), the brand is establishing a more cohesive and emotionally resonant global presence. "We wanted to show people a window into Italy that didn't feel stereotypical but, instead, felt like somewhere you wanted to be," Gareth says. "Sipping on a Birra Moretti with your pals." The evolved visual language brings together heritage and modernity, keeping one foot firmly in tradition while opening the door to new drinkers in multiple global markets over the next 18 months. The media rollout includes digital activations, stills, and social content pillars tailored to brand, seasonal, and product-specific storytelling. With so many beer brands chasing novelty, disruption, or viral punchlines, Birra Moretti's campaign feels refreshingly low-key and all the more powerful for it. There's no over-engineered plot, no celebrity cameo, no lab-grown slogans—just a beautifully shot reminder that the best things in life tend to be the simplest.