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Viewpoint Studios is set to break its first TV effort for Vespa/Piaggio USA.
The Needham, Mass., agency targets young consumers who may not be familiar with Vespa scooters, which were reintroduced in the U.S. about two years ago after a 15-year absence. The scooter is positioned as a slick, smaller alternative to cars or motorcycles. Piaggio USA is a division of Pisa, Italy-based Piaggio.
One 30-second spot, set in a backyard on a summer afternoon, opens with a young man appearing to heap praise on a woman reading in a nearby lawn chair.
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