Pasta is an (almost) everyday relationship and as all relationships, its intensity can fade over time. Barilla al Bronzo is a premium pasta made with proprietary Lavorazione Grezza, designed to deliver an unmatched taste intensity. Al Bronzo gives pasta moments a whole new intensity. The same we give to the most iconic pasta moment of all times: the Lady and the Trump scene.

Our reinterpretation of the iconic 1950s Walt Disney story takes a giant leap forward, transporting and immersing us into a new reality.

The key words are “elegant” and “breathtaking,” a film, and a pasta, to remember. The goal is to make this a unique piece of cinema that our viewers can watch many times and always discover a new intriguing detail. To create a stellar movie for Barilla, not just a commercial that looks like so many other pasta spots, but a little slice of “a hint bigger than” life in which viewers can recognize themselves as privileged witnesses of an iconic and intense moment.

The campaign Press release was relaunched by over 70 newspapers and web magazines worldwide, reaching more than 100 million users globally. The long version of the main film registered 3.8 million organic views on youtube in the first month after launch, generating a very positive sentiment among users.

The campaign has been launched in February 2023, so changes in consumer behavior and brand perception have not been measured yet. As of April 2023 the campaign has been launched in 5 countries on TV and in 7 on digital and social media, but many more countries are planning to launch in the course of 2023.