More than a year ago @jimmyrules32 posted a video on TikTok accompanied by text inviting people to eat a bowl of rigatoni on May 24, 2021 ("eat a bowl of rigatoni pasta on May 24th 2021"), to the rhythm of 80s pop tune "Funkytown." The video got 41 million views. Now, pasta brand Barilla is leaning into "rigatoni day" with its own campaign.

@jimmyrules32

###eatabowlofrigatonipastaonmay242021 ##epicwin

♬ Funky Town - 70s Hits

Agency We Are Social Italy created Barilla's own video version of "Funkytown" with lyrics all about making a bowl of pasta. A 15-second ad featuring the tune is posted on TikTok, and Barilla has partnered with Italian TikTok influencer Khaby Lame, who has created his own video showing people how to eat the long-awaited bowl of rigatoni.

It's the latest music-themed campaign from Barilla, which earlier this year teamed up with Spotify to create a series of playlists with tracks that double as timers for cooking pasta. And, it's also yet another example of a brand piggybacking on user created content on TikTok—following the likes of Ocean Spray, which famously seized on a viral video featuring Nathan Apodaca drinking cranberry juice.