Last November, sex symbol Monica Bellucci acted in HeartTango, a short movie produced by Intimissimi, an Italian lingerie brand.
The movie develops around a pas de deux on a sensual tango, featuring Monica, who impersonates several female characters, and JosÃ© Fidalgo, a 28 year old Portuguese model and actor.
HeartTango, directed by one of the major Italian young movie directors, Gabriele Muccino (The Last Kiss, The Pursuit of Happiness), was released at the beginning of December in cinemas across Italy and on Intimissimi's website.
In the scenes of the movie, shot in Lisbon, Bellucci wears many underwear pieces from the Intimissimi collection, and the sensual black silk petticoat featured in the main tango sequence is a limited edition "selected by Monica" available in stores at the launch of the movie.
A shorter trailer of HeartTango, that you can watch in the attached video, has been broadcast on all national television channels.
Screensavers and wallpapers of the movie are also available for download on the main site too.
Good mix of product placement, sponsorship and new media in a high quality outcome.