Barilla’s Al Bronzo premium pasta is perfectly cast in the brand’s modern take on Disney’s classic animated film, Lady and the Tramp, which coincides with the legendary studio’s 100th anniversary year. This live-action commercial re-creating the animated tale also features a cameo appearance from two Michelin-starred chef Davide Oldani, who serves the delicious platter of Barilla Al Bronzo to the couple.
The spot was directed by Xavier Mairesse of BRW Filmland for Publicis Italy/Le Pub.
Bruno Bertelli, global CEO of Le Pub, global chief creative officer of Publicis Worldwide and CCO of Publicis Groupe Italy, said, “Barilla Al Bronzo campaign gives pasta moments a new surprising intensity, this is why the re-creation of the Disney classic ‘Lady and the Tramp’ spaghetti scene is the perfect reflection of an unforgettable moment in life through food. For Barilla and Le Pub, it’s very important to give an in-depth experience when cooking pasta as it brings more joyful moments in life when sharing with the loved ones. By reinventing pasta moments into intense experiences, Barilla and Le Pub are committed to giving true quality moments of life.”
Credits
Client Barilla Al Bronzo Agency Publicis Italy/Le Pub Bruno Bertelli, global CEO of Le Pub, global CCO of Publicis Worldwide, CCO of Publicis Groupe Italy; Cristiana Boccassini, Mihnea Gheorghiu, CCOs, Publicis Italy; Riccardo Fregoso, Selim Unlusoy, global executive creative directors; Michela Talamona, Fabrizio Tamagni, creative directors; Matteo Gemelli, copywriter; Angela Celano, art director; Niccolo Rigo, head of strategy; Ricardo Coen, strategy director; Antonio Jorgaqi, sr. experience strategist; Valentina Salaro, head of social & content; Vincenzo Di Carlo, sr. content manager; Francesca Zazzera, chief creation officer; Cinzia Morandi, producer; Vittorio Cafiero, head of digital production; Ornella Scarparo, digital project manager; Mauro Mazzei, head of creative technology; Diego Speroni, postproduction. Production BRW Filmland Xavier Mairesse, director; Chriss Ross, DP; Caterina Bussinello, Barbara Brown, exec producers; Francesco Narducci, head of production; Liza Fisher, line producer; Andrea Rosso, art director; Roberto Chiocchi, stylist; Francesca Alberoni, food stylist. Postproduction Enrico Munarini, editor; Julien Alary, colorist. VFX EDI Claudio Bellizzi, VFX supervisor. Online Video TEX Srl Nicola Scarpinato, postproduction supervisor; Luca Tassera, editor, digital assets. Sound Design Disc to Disc Music Magma Music Agency Michael Bertoldini, music supervisor; Seppl Kretz, executive music producer; Gyo Kretz, music producer; Magma Music Publishing, editor; Stan Koch, Federico Solazzo, composers/authors, “A long time coming” Publisher Walt Disney Music Company (ASCAP) Sonny Burke, composer; Peggy Lee, author; Magma Music Agency, arranger, “Bella Notte”
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
โThe Clubโ campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
