Michael Fassbender is fronting Acqua di Parma's 110th anniversary campaign

Images and footage from the campaign shows the pair sampling life in sunny Parma - the city that the company hails from.

The campaign is dubbed 'The Art of Living Italian' and intends to celebrate joy in ordinary moments, human connections and slow living - inviting a global audience to partake in the Italian approach to life.

Acqua di Parma CEO Giulio Bergamaschi said: "We wanted to emphasise the fact that not only Italians or those who live in Italy can embrace this philosophy.

"It's not a matter of geography but values, of bringing attention to what matters and what makes a difference... And oftentimes those are the small, everyday things. Details matter and are a source of pleasure for us."

Bergamaschi explained that the brand's aim was to provide "a campaign of cultural narrative" instead of only focusing on product and stressed that the use of celebrities will not become commonplace for the company.

He said: "Having celebrities is not part of our recipe for selling products. It's neither part of our background nor our future.

"But for this cultural narrative and to show the universality of the message, we picked two people who perfectly fit with this message."

The CEO continued: "In an increasingly noisy world, creativity is key - that is, being original and unexpected, but always staying within a framework that's consistent with your values.

"We will never betray who we are to follow the hype, but it's important to always find an original, unexpected language to accurately express your values."

Bergamaschi explained that Acqua di Parma set out to surprise by putting an "unlikely pairing" at the heart of their campaign.

The fashion chief hailed the Oscar-nominated Fassbender as "one of the greatest actors of his generation, an icon of timeless elegance, charisma and discretion, who has never done a beauty campaign before".

He also described Impacciatore as the embodiment of "Italian authenticity and lightheartedness".