Campari, Italy’s iconic bittersweet red aperitif and cornerstone ingredient in the Negroni, today unveils its new ad campaign, Go A Sip Beyond. A nod to visionaries Gaspare and Davide Campari, the inventor of Campari and his son who helped popularize the liqueur in America, the campaign encapsulates their progressive spirit while drawing inspiration from the brand’s heritage and cutting-edge vision, all of which has transcended time for nearly 160 years.

Developed by Yard NYC, Go A Sip Beyond takes shape in the form of a short film that entices and enthrals as viewers are taken on a journey of discovery finding that not everything is as it seems and there is always more beyond a first impression. The spot can be viewed today through digital video platforms and Campari social channels.