Any liquor or liqueur is an acquired taste. And I've just never acquired a taste for Campari, a red concoction primarily designed as an aperitif, but pretty much combined with anything liquid if you're in Italy.
I don't know what put me off Campari. Maybe it's because it can't decide if it's bitter or sweet. Maybe because the color originally came from crushed insects. Maybe my palate, like my brain, just can't handle things that are too complicated.
And perhaps I'm not alone. Because Campari, more than most manufacturers of imbibable spirits, goes all out when it comes to finding creative new ways to promote itself.
For decades there have been iconic posters and calendars. Their classy magazine ads and sophisticated commercials, populated by A list stars and fashion models, appear with regularity. They even have a youtube channel offering famous bartenders inventing new ways to enjoy their product.
And now they have entered the world of short film with "Killer in Red" starring Clive Owen and directed by Paolo ("The Young Pope") Sorrentino. I'm not sure if it will change anybody's mind about trying Campari. But it will definitely alter how some companies approach advertising.
Enjoy Your Sunday.