This convenience store invented an ’80s Italian fashion universe to sell cinnamon buns

Here’s the most elaborate ruse for cinnamon buns you’re likely to see. Ads have rolled out in Sweden that look like an ’80s Italian fashion campaign, with glossy print ads and billboards that take their visual cues from that era. Except everyone is holding a cinnamon bun, which is actually what’s for sale here. Agency Åkestam Holst NoA created the campaign for Pressbyrån, a convenience store chain that’s selling cinnamon buns for 10 krona (about $1 U.S.) ahead of Cinnamon Bun Day on Oct. 4—which is apparently a notable day on the calendar for the Swedes. The idea, at its core, is about sell something cheap in the most expensive way possible, said Daniel Vaccino, creative director at Åkestam Holst. “We ignored the fact that Swedish cinnamon buns have nothing in common with ’80s Italian fashion. As a matter of fact, we embraced it,” he said. The agency also created a whole fake vintage-looking music video from a nonexistent disco duo named “P. Buroni,” presenting it as an unearthed 1984 gem from an Italian TV show. Along with the main video, there are shorter cuts that serve more as direct advertisements: Director Christoffer Von Reis at Von Film used ’80s technology to create the vintage broadcast look. The radio edit of the song, titled “Bullatella Cannelle,” is said to be climbing charts on streaming platforms. The agency also created a whole fake record company, to which P. Buroni is supposedly signed. The attention to detail on the fake site is impressive. “Shooting and editing on old broadcast gear was great. None of the control, but all the analog noise. In the end it was worth it just to capture those perfect imperfections of ’80s live TV,” said Joakim Khoury, creative director at Åkestam Holst and producer of the song. “On a top level, it’s just a fun way of saying cinnamon buns for $1, but there is a lot of stuff going on under that,” Khoury said of the broader campaign. “Hopefully people will be intrigued enough to spend some time with the campaign. Regardless, I think a dash of confusion is always a nice ingredient.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

This convenience store invented an ’80s Italian fashion universe to sell cinnamon buns

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