Pasta makes everything better in Barilla's global brand campaign

Saverio Costanzo, director of HBO's 'My Brilliant Friend,' directs the emotional film

Published On
Apr 12, 2021

Editor's Pick

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. 


Apr 12, 2021
Client :
Agency :
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
CCO Publicis Italy :
Cristiana Boccassini
Executive Creative Director :
Riccardo Fregoso
Creative Director / Copywriter :
Stefano Battistelli
Creative Director / Art Director :
Marco Vigano
Associate Creative Director / Copywriter :
Stefano Zanoni
Creative Supervisor/Art Director :
Roberto Ardigò
Art Director :
Giulia Di Filippo
Digital Art Director :
Mattia Leporale
Digital Copywriter :
Jacopo Trotta
Chief Strategy Officer :
Bela Ziemann
Strategy Director :
Monica Radulescu
Strategy Director :
Ornella Ciot
Senior Digital Strategist :
Margherita Tuvo
Global Client Service Director :
David Pagnoni
Client Service Director :
Federica Papetti
Account Supervisor :
Alberto De Simone
Account Manager :
Dario Gambera
Head of Social :
Alessandro Bochicchio
Head of TV Production :
Francesca Zazzera
TV Producer :
Alessio Zazzera
TV Producer :
Art Buyer :
Caterina Collesano
Production :
Chairman :
Marco Bussinello
Executive Producer :
Luca Orlando
Head of Production :
Claudio Cicoli
Production Manager :
Cristina De Rossi
Production Coordinator :
Daniela Fabrizio
Line Producer - Live action :
Liza Fisher Foresi
Asst. Producer - Live action :
Irene Rei
Line Producer - Food :
Simona Ferraro
Production Manager - Food :
Marco Fazio
Live Action :
Main Crew
Director :
Saverio Costanzo
Fabio Cianchetti
Set Designer :
Luca Merlini
Set Decorator :
Marcella Galeone
Stylist :
Amelianna Loiacono
Ass Stylist :
Gianluca Francese
Food Stylist :
Francesca Alberoni
Food :
Main Crew
Director/DOP :
Luca Robecchi
Post Production Supervisor :
Nicola Scarpinato
Editor :
Fabrizio Squeo
Editor :
Stuart Greenwald
Flame Artist :
Davide Maccagni
Flame Artist :
Jacopo Ardit
Colorist :
Andrea Baracca
Colorist :
Daniel Pallucca
VFX Supervisor :
Marco Negri
VFX Supervisor :
Mirko de Angelis
Producer :
Andrea Valeria Peri
Compositor :
Roberta Longo
Compositor :
Elena Iankov
Compositor :
Guido Tognoni
Compositor :
Paolo Gerosa
Title :
Beautiful That Way
Author :
Nicola Piovani
Author :
Gil Dor
Author :
Achinoam Nini
Performer :
Music Supervision and re-recording :
Ferdinando Arno
Executive Producer :
Alessandra Teatini
Executive Producer :
Luca Lo Tito
Publishing :
Tentacoli Edizioni Musicali
Title :
Author :
Evanghelos Papathanassiou
Re-Recording :
Music Supervision :
Michael Bertoldini
Executive Producer :
Michiel Marsman
Publishing :
Emi Music Publishing Ltd
Publishing :
Sony Music Publishing (Italy) Srl
Mix :

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