72andSunny has unveiled the next instalment in Barilla Pasta’s global campaign starring tennis ace Roger Federer and alpine skier star Mikaela Shiffrin.
Federer recently made waves with his appearance in a Uniqlo ad that was universally panned, but gives it another go in the spirit of culinary delights.
The new ad spans TV, press, cinema and online, showcasing Barilla Pasta as a delicious, elegant and joyful food choice for modern living — part of the brand’s ‘Masters of Pasta’ strategy which encourages home cooks to elevate their pasta dishes to something memorable.
In ‘The Party’, Federer attends a stuffy soiree, and is quickly dismayed by the pretentious proceedings (he is shown as being the down-to-earth everyman, despite arriving in an expensive car and a suit worth five salaries).
To spice up the event, Federer bursts into the kitchen, exchanges knowing glances with chef Davide Oldani, and begins cooking a Barilla pasta dish.
Oldani appears unfazed, as though this is a regular occurrence in his kitchen.
72andSunny enlisted acclaimed Italian fashion photographer Giampaolo Sgura to bring his distinct sense of style and glamour to the photographic stills element of the campaign.
Barilla communication and equity director Andrea Malservisi said: “This global campaign helps to tell the story of Barilla pasta, showcasing the masterful art of pasta making and sharing with audiences worldwide how the creation of good food, goes hand-in-hand with good times.
“Roger shares our passion for perfection and knows what it takes to be a world leader of your chosen passion and profession.”
72andSunny Amsterdam executive creative director Carlo Cavallone said: “We’re happy to keep building this partnership between the best pasta brand in the world and the best tennis player of all time.
“It feels like we, Barilla and Roger all approach this campaign with the same passion and dedication. The same love for pasta and doing things masterfully”.
The 60-second commercial broke on social media, including Roger Federer and Mikaela Shiffrin’s channels, while the 120-second film appeared on YouTube.
It will also be arriving in cinemas later this week.
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