In this “Escape the Everyday” campaign for Harlequin Romance Novels out of BBDO Toronto, women eagerly indulge their literary fantasies, unbeknownst to their oblivious husbands. Pete Henderson of production company Someplace Nice directed the spots, including “Hero Cowboy” in which a housewife enjoys a romantic interlude with her cowboy lover atop the washing machine in the laundry room of her suburban home.
Her husband then walks in and pulls some shorts out of the dryer, at which point we see that she is merely reading a Harlequin novel. As soon as her hubby leaves the room, she’s back in the amorous embrace of her cowboy companion.
CreditsClient Harlequin Agency BBDO Toronto Carlos Moreno, Peter Ignazi, executive creative directors; Linda Carte, associate creative director/art director; Shiran Teitelbaum, Dylan Verway, copywriters; Linda Carte, Alice Blastorah, Manali Kulkarni, art directors; Aimee DeParolis, producer. Production Someplace Nice Pete Henderson, director; Chilo Fletcher, Estelle Weir, exec producers; Jonny Cliff, DP. Editorial Ricochet Matt Dell, editor. Music/Sound Ricochet Post Alter Ego Eric Whipp, colorist. Casting Jigsaw Casting Shasta Lutz.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More