Establishing the exact origin of life is still a nebulous topic for many of us, although there are several theories trying to explain the existence of the universe and how the Earth became the perfect place to sustain life as we know it. Figuring out how the first organisms came into existence is something that keeps science experts busy. But puzzling out the way pasta was born is a subject that Barilla invests a lot of creative “research” into. At least, this is the conclusion we drew after seeing the world’s leading pasta manufacturer’s latest ad.
In documenting the process of how pasta takes shape, Barilla teamed up with Publicis Italy — its global strategic and creative partner since 2021. On the occasion of its 145 anniversary and with a new line of pasta in its portfolio, Al Bronzo, the brand presents its premium product from a different angle. Or rather, dimension. Given that the new range offers a whole new taste experience that strengthens the company’s connection with customers, Barilla decided that now is the best time to narrate the origin of everything, particularly of pasta.
Shot in Milan by French director Philippe André and produced by BRW Filmland, the video campaign opens with a beam of light the Sun projects on Earth. As the film’s action progresses, viewers realize that what they’re watching resembles the Big Bang event, except that the cosmic elements are replaced with gastronomic ones. The culinary model shows spaghetti (instead of meteors) hitting the surface of our planet. The pasta is caught in a vortex of boiling water and rain of olive oil drips from the sky. And the “cheese” on top of this process? Some parmesan is sprinkled over the delicious pasta.
All of these ingredients create an edible “primordial soup” that, eventually, evolves into an extremely delicious Barilla dish, pampering consumers’ taste buds with an unprecedented intense taste — that one can almost experience just by closely following this fantastic story, which feels half poetic, half scientific. The cosmic-themed ad is the brand’s way of letting consumers know that indulging in its new line of pasta feels as if they are savoring such a dish for the very first time.
“The new Barilla Al Bronzo with its “Lavorazione Grezza” is an act of Italian genius reinventing tradition and bearing a revolutionary message: Pasta Is Born Again. The creativity escalates in a climax on the notes of “Flower Duet” — a famous duet from the opera Lakmé by Léo Delibes — chosen to celebrate the fresh new start for a pasta that reawakens senses, memories, and emotions,” we find out from a statement.
Nine countries have embarked on the galactic journey at the helm of which stands Barilla: Italy, France, Germany, Australia, Belgium, Spain, Austria, Switzerland, and Sweden. Available on 15”, 30”, and 60” formats on TV and digital channels, the campaign covers other touchpoints as well, such as OOH and PoS.
Credits:
Client: Barilla
Agency: Publicis Italy
Global Chief Creative Officer Publicis WW: Bruno Bertelli
CCO Publicis Italy: Cristiana Boccassini
CCO Publicis Italy: Mihnea Gheorghiu
Global Executive Creative Director: Riccardo Fregoso
Global Executive Creative Director: Selim Unlusoy
Creative Director / Copywriter: Michela Talamona
Creative Director / Art Director: Fabrizio Tamagni
Art director: Francesca Nepote
Senior Copywriter: Giuseppina Iaccarino
Digital Art Director: Thomas Aito
Digital Copywriter: Margherita Teodori
Global Chief Strategy Officer: Bela Ziemann
Head of Strategy: Niccolò Rigo
Senior Strategist: Margherita Tuvo
Global Client Service Director: Simona Coletta
Groupe Client Service Director: Federica Papetti
Group Account Director: Arianna Di Marco
Account Manager: Dario Gambera
Account Manager: Elena Minciotti
Social Media Manager: Nicolò Russo
Chief Creation Officer: Francesca Zazzera
Head of Video Production: Anna Sica
Senior TV Producer: Antonella Capella
Art Buyer: Caterina Collesano, Rossana Coruzzi
Production and Print Manager: Daniela Inglieri, Tina Paolella
BRW FILMLAND
Director: Philippe André
Dop: David Foulkes
Executive Producer: Luca Orlando
Head of Production: Francesco Narducci
Line Producer: Liza Fisher
Stylist: Diamante Cavalli
Set designer: Drogo Michie
Food Stylist: Francesca Alberoni
VIDEO POST-PRODUCTION
Tex s.r.l.
Post Production Supervisor: Nicola Scarpinato
Editor: White House Adam Rudd, Fabrizio Squeo
Flame Artist: Davide Maccagni
Colorist: Emiliano Serrantoni e Daniel Pallucca
Post Production: Glassworks VFX
MUSIC
Title: Flower Duet
Author: Lakmé di Léo Delibes
Master: Dame Joan Sutherland and Jane Berbiè
Music Company: Decca Music (Universal)
Publisher: Universal
Sound
Mix: Screenplay