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”
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The filmโs protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a childโs life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
