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Martini, the vermouth and sparkling-wine producer, has unveiled its new global creative platform - "play with time" - beginning with a pan-European TV campaign.

Abbott Mead Vickers BBDO created the ad, which follows a young man who has life figured out, travelling the world spending his time on people and experiences that will enrich him instead worrying about money. David Axelrod’s The Edge (famously sampled by Dr Dre) is used in a soundtrack, and there’s a voiceover that talks about the richest person in the world being whoever is born next – because they have more time than anyone else. The ad first aired on TV in Italy on 21 April and is being rolled out across Europe. It is expected to break in the UK in the summer.