Lost Sauce Is A Tragedy
Scarpetta is the Italian act of scooping sauce on your plate with bread.
But Barilla has a more premium pasta that is bronze-cut and can scoop all the sauce off your plate just like bread. And that’s a good thing because leftover sauce on your plate is a tragedy.
The original 30 that ran in Italy showed how Italians consider scooping sauce with bread to be scandalous in public. Enter Barilla Al Bronzo, THE HERO, with its scooping capabilities.
We needed to reinterpret this message for an American audience. We decided to play with how sad a plate looks when it has leftover sauce. Literally! We made a sad face out of sauce.
Here is our :15 social video to teach the world that you can “scarpetta” with your pasta now—not just your bread. And NO MORE sad plate. PHEW.
And then we made a behind-the-scenes, long-form video for social of our artist making the Renaissance-style tragic face from leftover sauce. Because sauce art is more than tasty. It’s incredible. And the world needed to meet this artist.
Agencies: Le Truc, Le Pub
Copywriter: Jeffrey Martinez
Art Director: Truman Florence
Associate Creative Director: Chichi Motanya
Creative Directors: Nuno Teixeira, Jexy Holman
Chief Creative Officer: Jim Curtis
Artist: Ari Kim