With this spot we managed to convey several messages that are our core values. First, we had a typical atmosphere of an American movie, SWAT, helicopter, big cities at night etc. Second, we wanted to play with a slogan used by our competitors which says “Cinema brought into your homes”, third, we wanted to maintain our ironic approach, at the same time making it clear that we are Italian at heart. That is why the main character insults the SWAT guy typically in Italian. The spot has therefore defined our brand: American, stylish, competitive, Italian, ironic.