Disaronno has launched a new TV ad campaign for the run-up to Christmas on channels including Sky, MTV and Channel 4. 

The ad is inspired by the Italian concept of La Dolce Vita – or the good life – and is set in Rome.

The campaign ends a busy year for Disaronno which has included the launch of the Disaronno Velvet cream liqueur.

Brand owner Illva Saronno has also been in the process of setting up a UK subsidiary that officially starts to handle distribution of its brands – which also include Tia Maria ­– on January 1, ending a 20-year partnership in the UK with William Grant.

Miranda Osborne, category and marketing director at Disaronno International UK, said: “The campaign shows our commitment to the UK and the next step in our journey as we launch the UK subsidiary and an exciting pipeline of innovations in the next year.”

The campaign will also air internationally, including in the US, Netherlands, Italy and Belgium.