Establishing the exact origin of life is still a nebulous topic for many of us, although there are several theories trying to explain the existence of the universe and how the Earth became the perfect place to sustain life as we know it. Figuring out how the first organisms came into existence is something that keeps science experts busy. But puzzling out the way pasta was born is a subject that Barilla invests a lot of creative “research” into. At least, this is the conclusion we drew after seeing the world’s leading pasta manufacturer’s latest ad.

In documenting the process of how pasta takes shape, Barilla teamed up with Publicis Italy — its global strategic and creative partner since 2021. On the occasion of its 145 anniversary and with a new line of pasta in its portfolio, Al Bronzo, the brand presents its premium product from a different angle. Or rather, dimension. Given that the new range offers a whole new taste experience that strengthens the company’s connection with customers, Barilla decided that now is the best time to narrate the origin of everything, particularly of pasta.

Shot in Milan by French director Philippe André and produced by BRW Filmland, the video campaign opens with a beam of light the Sun projects on Earth. As the film’s action progresses, viewers realize that what they’re watching resembles the Big Bang event, except that the cosmic elements are replaced with gastronomic ones. The culinary model shows spaghetti (instead of meteors) hitting the surface of our planet. The pasta is caught in a vortex of boiling water and rain of olive oil drips from the sky. And the “cheese” on top of this process? Some parmesan is sprinkled over the delicious pasta.

All of these ingredients create an edible “primordial soup” that, eventually, evolves into an extremely delicious Barilla dish, pampering consumers’ taste buds with an unprecedented intense taste — that one can almost experience just by closely following this fantastic story, which feels half poetic, half scientific. The cosmic-themed ad is the brand’s way of letting consumers know that indulging in its new line of pasta feels as if they are savoring such a dish for the very first time.

“The new Barilla Al Bronzo with its “Lavorazione Grezza” is an act of Italian genius reinventing tradition and bearing a revolutionary message: Pasta Is Born Again. The creativity escalates in a climax on the notes of “Flower Duet” — a famous duet from the opera Lakmé by Léo Delibes — chosen to celebrate the fresh new start for a pasta that reawakens senses, memories, and emotions,” we find out from a statement.

Nine countries have embarked on the galactic journey at the helm of which stands Barilla: Italy, France, Germany, Australia, Belgium, Spain, Austria, Switzerland, and Sweden. Available on 15”, 30”, and 60” formats on TV and digital channels, the campaign covers other touchpoints as well, such as OOH and PoS.

Credits:

Client: Barilla

Agency: Publicis Italy

Global Chief Creative Officer Publicis WW: Bruno Bertelli

CCO Publicis Italy: Cristiana Boccassini

CCO Publicis Italy: Mihnea Gheorghiu

Global Executive Creative Director: Riccardo Fregoso

Global Executive Creative Director: Selim Unlusoy

Creative Director / Copywriter: Michela Talamona

Creative Director / Art Director: Fabrizio Tamagni

Art director: Francesca Nepote

Senior Copywriter: Giuseppina Iaccarino

Digital Art Director: Thomas Aito

Digital Copywriter: Margherita Teodori

Global Chief Strategy Officer: Bela Ziemann

Head of Strategy: Niccolò Rigo

Senior Strategist: Margherita Tuvo

Global Client Service Director: Simona Coletta

Groupe Client Service Director: Federica Papetti

Group Account Director: Arianna Di Marco

Account Manager: Dario Gambera

Account Manager: Elena Minciotti

Social Media Manager: Nicolò Russo

Chief Creation Officer: Francesca Zazzera

Head of Video Production: Anna Sica

Senior TV Producer: Antonella Capella

Art Buyer: Caterina Collesano, Rossana Coruzzi

Production and Print Manager: Daniela Inglieri, Tina Paolella

 

BRW FILMLAND

Director: Philippe André

Dop: David Foulkes

Executive Producer: Luca Orlando

Head of Production: Francesco Narducci

Line Producer: Liza Fisher

Stylist: Diamante Cavalli

Set designer: Drogo Michie

Food Stylist: Francesca Alberoni

 

VIDEO POST-PRODUCTION

Tex s.r.l.

Post Production Supervisor: Nicola Scarpinato

Editor: White House Adam Rudd, Fabrizio Squeo

Flame Artist: Davide Maccagni

Colorist: Emiliano Serrantoni e Daniel Pallucca

Post Production: Glassworks VFX

 

MUSIC

Title: Flower Duet

Author: Lakmé di Léo Delibes

Master: Dame Joan Sutherland and Jane Berbiè

Music Company: Decca Music (Universal)

Publisher: Universal

 

Sound

Mix: Screenplay