Roberto Bolle has become the new face of Eni, Italy’s number-one power company.

The campaign, called Rethink Energy, which started airing yesterday on Italian television, has been directed by photographer and video director, Fabrizio Ferri, with the voice-over of La Grande Bellezza (The Great Beauty) star Toni Servillo.

Eni’s blurb in the press release reads,

Bolle gives birth to a unique artistic performance, playing with light and shadow and creating pure emotion with the movement of his body.

Adding,

Investing in energy means caring for it… The goal is to create and spread a collective consciousness that encourages companies and consumers to be ambassadors for a new culture.

The ads tag line is “Let’s give energy a new energy”.

A full media campaign will mean that Roberto Bolle’s already well-exposed body will be plastered on billboards along the length of the Italian peninsula, in newspapers and magazines in every edicola, along with accompanying TV, film and internet ads.