Nothing can distract these families from pasta in this tasty Barilla ad
It’s by creative agency LePub and highlights that dinner time often brings friends and families together.
In a world filled with numerous distractions, pasta makers Barilla stresses the importance of mealtimes together. In typical Italian style, in the spot, viewers see how people reconnect over a great plate of food. As the spot builds, the camera pans around a house.
On a TV in the living room, a lonely cartoon character sobs in front of an empty sofa, in the bedroom a console has been abandoned, on a kitchen table a phone rings and nobody answers. Why? They are all at the table eating pasta together.
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Creatively, it takes inspiration from classic 80s movies and shows. Bruno Bertelli, global chief executive officer at LePub, had this to say: “Data findings have confirmed that people are regularly distracted during their daily meals and have provided a strong starting point for our creativity. Italian’s ritual of eating together around a table stems from our culture.
“Tables become a space to share opinions, open conversations, socialize and connect, and it’s an important way of honoring not only the food but also the togetherness. Life happens also around a table, the place that turns the essential act of eating into a celebration of life”
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The campaign will be launched on TVC, digital and out-of-home (OOH) starting July 31.
“As a brand, we feel strongly that food brings people together and have made it our mission to promote pasta as a sign of love to share,” says Ilaria Lodigiani, chief marketing officer at Barilla.
“Where movements such as digital detoxes can seem like a big step to make for many, at Barilla we hope that this campaign can empower people to be more present by challenging themselves to be inventive in the kitchen and create memorable moments that facilitate togetherness.”