Spanning TV, press, cinema and online, the fully integrated global campaign showcases Barilla Pasta as a delicious, elegant and joyful food choice for modern living – part of the brand’s ‘Masters of Pasta’ strategy which encourages home cooks to elevate their pasta dishes to something memorable.
In ‘The Party’ film, Roger turns a stuffy party on its head and shows how the joyful simplicity of pasta wins over stuffy sophistication every time. With the help of his old teacher chef Davide Oldani and ski star Mikaela Shiffrin, he shows that the real party is always in the kitchen.
The imagery throughout the film, digital and press work captures the glow and warmth of the Mediterranean sunlight. 72andSunny enlisted acclaimed Italian fashion photographer Giampaolo Sgura to bring his distinct sense of style and glamour to the photographic stills element of the campaign.
The new 60-second commercial breaks on social media, including Roger Federer and Mikaela Shiffrin’s channels, on Friday 22 February; the 120-second film appears on YouTube on Saturday 23 February in France, Germany, Italy, Greece, Norway, Sweden, Switzerland, Turkey, United States and Australia. It will also be released in cinemas in Italy, France, Germany and Turkey from 28 February.
Andrea Malservisi, Barilla Communication and Equity Director, said: “This global campaign helps to tell the story of Barilla pasta, showcasing the masterful art of pasta making and sharing with audiences worldwide how the creation of good food, goes hand-in-hand with good times. Roger shares our passion for perfection and knows what it takes to be a world leader of your chosen passion and profession.”
Carlo Cavallone, Executive Creative Director at 72andSunny Amsterdam, said: “We’re happy to keep building this partnership between the best pasta brand in the world and the best tennis player of all time. It feels like we, Barilla and Roger all approach this campaign with the same passion and dedication. The same love for pasta and doing things masterfully.”
Source: Little Black Book