Al Pacino and Robert De Niro front Moncler’s ‘Warmer Together’ Campaign

Al Pacino and Robert De Niro front a quietly audacious campaign that sells connection as convincingly as it sells coats.

MILAN—In a season when marketing noise tends to rise with the wind chill, Moncler has opted for a gentler register. The Italian outerwear house’s new global platform, ‘Warmer Together’, is built on a simple proposition: warmth is as much a human exchange as a thermal property.

To make the case, Moncler turns to two men who have come to embody a certain kind of earned gravitas, Al Pacino and Robert De Niro, photographed in New York by the portraitist Platon and filmed in a suite of unhurried, black-and-white spots.

The casting is a first: Pacino and De Niro have shared scenes for half a century, but never a fashion campaign.

The mood is stripped back, no simulated snowfall, no alpine clichés. In one vignette the pair sit across a bare table on a dim stage, trading the sort of half-jokes only old friends can carry. ‘It’s cold out there,’ says Pacino. ‘Well, whaddya gonna do about it? Wear coats,’ De Niro replies, before the conversation turns philosophical: ‘That’s life. It just keeps getting better, getting worse.’ The exchange lands because the campaign asks them to be themselves, not mannequins.

Creative

Platon’s discipline is absolute. Everything is rendered in tonal black and grey; the only colour in the entire frame is the Moncler red of the logo, a controlled flare that reads like a heartbeat. The stagecraft is deliberately spare.

The grain of the wooden table and the scuffed theatre floor are lit with the same respect as the faces; the wood becomes a kind of personifier of their relationship, timeworn, serviceable, marked by history, and sturdy enough to bear the weight of another conversation.

No flattery, only shape, fibre and intention. It is an elegant inversion of the winter advertising canon; the elements you expect (snow, vistas, spectacle) are withheld so that what remains; two men, one table, a red mark of authorship, is incontrovertible.

Moncler’s chairman and chief executive, Remo Ruffini, frames it as a return to first principles. ‘For decades, Moncler has been associated with winter and puffer jackets, but I have always felt that Moncler is about something deeper: love and a sense of togetherness,’ he says. ‘Through their story of friendship, Al Pacino and Robert De Niro embody everything Moncler truly stands for: affection, warmth and the belief that we are all better and warmer together.’

That such language holds against the transactional reality of the fourth quarter is the campaign’s quiet surprise.

Platon’s images, their sculptural blacks and patient greys, give the work its backbone. They’re stunningly moving. It’s a pointed reminder that, while AI has its place in creativity, nothing quite matches a Platon’s ability to create the environment and capture a human moment I believe reaches beyond a brand campaign. 

A series of shorts organises itself around five plain words: friendship, respect, connection, trust and warmth. The soundtrack, a new rendition of Bill Withers’ ‘Lean on Me’ by Tobe Nwigwe with his wife, Fat supplies the familiar cadence of communal comfort without lapsing into nostalgia.

Product: Present never pushy. 

De Niro wears the Maya 70, a down-quilted brand signature cut in longue saison recycled nylon with a detachable hood; the campaign also highlights Bretagne, a short, hooded puffer introduced for autumn/winter 2025 with a cocooning profile better suited to pavements than pistes. 

De Niro provides the thesis line in a teaser: ‘Warmth was never about the outside. It was always about what was happening on the inside.’ Pacino is more direct: ‘Friendship is the greatest thing you can have… There is just an innate trust. And the understanding of life.’ 

A global roll-out across outdoor, press, web and social begins this week, with a second wave of films and behind-the-scenes fragments to extend attention beyond the initial burst. But there is discipline in the restraint. 

Where much luxury advertising mistakes volume for conviction, Moncler lowers its voice and lets two well-worn faces and that unassuming table carry the argument. The effect is reminiscent of the better European poster traditions: a handful of elements, assembled with care, leaving enough air for the viewer to enter.

Pairing a heritage stalwart (Maya 70) with a new silhouette (Bretagne) gives the campaign both recognition and something to discover. The music choice comfortingly canonical, newly voiced, mirrors that pairing.

‘Warmer Together’ reads as an attempt to reconnect that functional origin to a broader, more durable idea of belonging. The accompanying manifesto makes the case plainly enough: warmth, it suggests, comes ‘from the walks and the talks… More than the weather, warmth is, and will always be, about being together, no matter what.’

So for me, Moncler at its most persuasive borrows the textures of the social world ritual, humour, the reassurance of continuity and applies them here with restraint. Pacino and De Niro bring their own archive of shared meaning; Moncler, to its credit, resists the temptation to gild it.

In the end, the coats look like what they are meant to be: handsome instruments for facing the season in good company.

The coats, clearly

Maya 70
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Moncler’s heritage puffer, here in longue saison recycled nylon with a detachable hood. The ‘own one and wear it for a decade’ piece: reliable loft, a clean, recognisable line and enough polish for office-to-dinner without looking technical. Best for true winter (single-digit °C down to sub-zero with knitwear), mixed weather (the fabric shrugs off light rain/snow) and travel (packs down, dresses up). If you buy one Moncler, this is the archetype.

Bretagne
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New for AW25: a short, hooded, cocooning silhouette built for pace and proximity — think shoulder season and city miles. Lighter on the body, easier in and out of cars and tubes, and made to sit over tailoring or a hoodie without bulk. Wear at 8–15°C, or colder with layers. The modern daily driver: less ‘expedition’, more commute, gallery, late lunch — still warm, just quicker.

How to choose

• Live somewhere with a real winter or want one coat to do most things? Maya 70.
  
• Mostly urban, lots of movement, prefer a shorter profile and layered looks? Bretagne.