SortI call “your good star”, the new Negroni campaign directed by Paolo Genovese. A story that starts from a truth: Italians like to eat in company and share their food.
According to the investigation of Abstraricerche for Negroni, Sharing food with other people is part of the way of understanding food itself: 65.4% of Italians declare it. The gesture of sharing the most iconic and beloved food? Break a sandwich with ham or salami in half and offer it to another person (for almost 45% of the sample interviewed). A primacy that also links to the memory of the special moments with Negroni salami: for 3 Italians out of 10 wins the sandwich for the snack at school brought from home (32.1%), in front of the snacks listening to the radio or watching TV (16.9%), at snacks with grandparents (16.7%), at the sandwich shared with the friend or friend of the heart (15.6%9).
The short of Paolo Genovese
The mini film made by the director of perfect strangers and madly, starts from memories and special moments, in which Negroni products mark the time of a love story from the first encounter as children to the construction of a future together. At the center of history the beloved Negrontettoto do the background, the timeless jingle of the brand revised in a new key.
“Negroni is a brand with which we all grew up, for this, since the first shot, we wanted it to understand that we are talking about something familiar, true.” Paolo Genovese explained, “For me, the beauty of this campaign is to have chosen to talk about the Negroni products by talking about the people they are addressed, telling their emotions and their stories. It is a tender and deeply human story, he excites us because it reminds us of something about our life. As in a romantic comedy, you fall in love: of the protagonists, simple gestures, of the pleasure of sharing something good. The camera was totally at the service of the story: each shot had to make us participate in an exciting and light story ».
Maybe not everyone knows that The story of Negrontetto is linked to a simple expedient but genialAnd. During the Nice International Fair of 1931, Paolo Negroni invented a new pocket mini-factable, still remained unchanged todayto overcome the prohibition imposed on Italian producers to slice salami to offer guests. He made one produced with small dimensions (of only 14 cm), but with the same characteristics as the traditional Cremonese salami, the flagship of the cured meats of the time. Even today, the Negrontetto is a symbol of genius and Italian know -how and precisely for its iconicity it has been chosen to open the new campaign.
I woman © RESERVED REPRODUCTION