Barilla's Recipe for Togetherness Is Simple: No Distractions

A ping-pong machine shoots into the void. A video-game character waits in perpetual stasis. Sorely neglected, SpongeBob cries from his television screen.

Have the zombies come?

No! Everyone’s dropped all distractions and congregated in the kitchen for dinner. It’s a big gathering, diverse and convivial, and the only thing we regret about this situation is how little spaghetti gets piled onto each plate.

Created by Le Pub to promote Barilla Classic Pasta, and tagged “The Recipe for Togetherness Since 1877,” the ad builds on the observation that everyone is just too damn busy living fast-paced lives. It also taps into 3Gem research that reveals a winsome streak in the social body: 49 percent of global consumers would feel happier if they could spend more time with loved ones. Indeed, 55 percent of respondents plan to do so this year. And 36 percent of people feel closer to guests when everyone shares a meal.

That last datapoint inspired Le Pub’s previous Barilla work, “Open Carbonara.” In many ways, this simpler story picks up where that broader tale left off. It shows us that many homes are more diverse these days—and puts the spaghetti-and-tomato sauce dish that fueled drama in “Open Carbonara” into a happier context.

“As a brand, we feel strongly that food brings people together and have made it our mission to promote pasta as a sign of love to share,” says Barilla chief marketing officer Ilaria Lodigiani. “Where movements such as digital detoxes can seem like a big step to make for many, at Barilla we hope that this campaign can empower people to be more present by challenging themselves to be inventive in the kitchen and create memorable moments that facilitate togetherness.”

The piece draws inspiration from ’80s cinematography, using nostalgia to build on the idea that Barilla’s Classic line, which includes traditional pasta shapes, draws people closer while fueling culinary confidence.

“Every good story is based on a profound reality. That’s the cinematic approach we wanted in this campaign: to be more creatively positive than critical,” says director Xavier Mairesse. “Barilla owns a secret, perpetrated since 1877, that brings everybody together, preserving qualitative time of reconnection, around the perfect Italian recipe becoming the bond between everyone.”

The campaign broke this week across TV, digital and outdoor channels.

CREDITS

Publicis Italy | LePub
Global CEO LePub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy: Bruno Bertelli
Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Francesco Poletti
Global Executive Creative Director: Selim Ünlüsoy
Associate Creative Director: Marie Poumeyrol
Creative Director: Nicholas Bakshi
Art Director: Breno Chiavelli
Copywriter: David Casares
Global Client Service Director: Simona Coletta
Account Director: Alberto Pinto
Account Director: Emily Formentin
Sr. Account Manager: Belinda Sciclone
Account Executive: Giovanni Spadola
Global Head of PR and Communication: Isabella Cecconi
Digital PR Manager: Carol Verde
PR Manager: Eleonora Botta
Strategy Director: Ricardo Coen
Senior Experience Strategist: Antonio Jorgaqi
Strategic Planner: Elisa Fiorentini
Data Strategist: Andrea Battista
Social Media Analyst: Alberto Mura
Jr. Data Analyst: Federica Parisi
Progress Managers: Elisa Petrone, Alessia Cornali
Director: Xavier Mairesse
DoP: Simon Drescher
Photographer: Chloe Hardwick
Chief Creation Officer: Francesca Zazzera
Producer: Margherita Fonseca
Art Buyer: Rossana Coruzzi
Production & Print Manager: Daniela Inglieri, Tina Paolella