Publicis Italy, Director Reynald Gresset Bring Much To The Table For Barilla Pasta


Robert Goldrich
Monday, Sep. 21, 2020


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These past months have completely changed people’s habits. The house has become the sole hub of many activities that we used to do outside. This has often transformed the original scope of many objects, but at the same time it has allowed us to rediscover the pleasure of sitting around the table. This is the setting for the new international film directed by Reynald Gresset of BRW for Publicis Italy and pasta brand Barilla.

The main characters are tables all around the world, depicted in their day to day life, with people using them to work on their laptops, to mark homework, to work out or even as a drum kit. Creativity develops through an evocative and emotional crescendo, marked by the notes of “Beautiful That Way,” the soundtrack of Roberto Benigni’s film La vita è bella (Life Is Beautiful), signed by Nicola Piovani for which he was awarded one of the three Oscars won by the film. The track is a hymn to life, to restart, to hope that finds full expression--together with the distinctive values of the brand--in the final scene of the commercial.

When a bowl of pasta enters the stage, the table turns back into conviviality, warmth, family and friends. Not just a simple table, but home, as the line says “Barilla. The Italian art of turning tables into home since 1877”. 

The spot, available in :60, :30, :15 and :10 formats, will be broadcast on television and digital channels with a media mix tailored to the various local realities. It will be on air from September 21 in 18 countries: Austria, Bosnia, Canada, Croatia, Francie, Germany, Greece, Hungary, KSA, Mexico, Norway, Poland, Romania, Russia, Serbia, Slovenia, Spain, and the U.S. 


Client Barilla Agency Publicis Italy Bruno Bertelli, global chief creative officer; Cristiana Boccassini, chief creative officer, Italy; Michele Picci, Hugo Gallardo, executive creative directors; Michela Talamona, creative director-copywriter; Fabrizio Tamagni, creative director-art director; Sophie Chrétien, David Pagnoni, international coordinator; Manuela Fidenzi, Alessio Alberto Zazzera, film producers. Production BRW Reynald Gresset, director; Luca Orlando, exec producer; Stefania Cervellin, producer; Matias Boucard, DP; Diamante Cavalli, stylist; Giulio Franzo, makeup; Silvia Ciucci, hair; Paolo Monzeglio, set design. Casting Studio T Roma Postproduction Stuart Greenwald, editor; Tex Milano, postproduction; Julien Alary, colorist. Audio Post Top Digital. Music Track: “La Vita e Bella”; Nicola Piovani, author. Ferdinando Arno, music supervision and re-recording; Alessandra Teatini, exec producer. quiet, please!, licensing; Tentacoli Edizioni Musicali, publishing.

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