Pasta is widely known as the ultimate comfort food, but it plays an even more significant role in a new global brand campaign from Barilla, the Italian brand.
In the hero spot, the act of preparing a bowl of pasta for someone else becomes a way to communicate emotions without words. A series of sweet vignettes shows parents comforting their children, couples easing each other's stress and siblings helping each other out. The tagline is "A sign of love."
The campaign, created by Publicis Italy, is running in 40 countries. It has a distinctly Italian flavor, although it steers clear of cliches for more contemporary scenarios. Barilla called on filmmaker Saverio Constanzo, known for directing HBO's adaptation of Elena Ferrante's "My Brilliant Friend," to helm the spot. The soundtrack is “Beautiful that Way“ by Noa, a reinterpretation of the soundtrack of the Oscar-winning Italian film "La Vita è Bella" ("Life is Beautiful").
The campaign marks a return to a more emotional positioning for Barilla, which last year released a coronavirus-themed spot paying tribute to "resilient Italy," narrated by Sophia Loren. Barilla's work with Publicis this year has also included creating Spotify playlists to allow people to perfectly time their pasta.
"This new global brand position marks an historic moment for Barilla," says Barilla Global Chief Marketing Officer Gianluca Di Tondo. "The brand has managed to rediscover the classicism of its most iconic campaigns, while adapting it perfectly to the challenges of our time. Today we all need to feel more human, closer, and a sign of love can make all the difference."
The TV spot will be accompanied by digital, out-of-home and social ads.