Category: Best Use of Radio as a Medium
Advertiser: BARILLA
Product/Service: PASTA
Agency: Y&R
Executive Creative Director: Vicky Gitto
Scriptwriter: Francesco Cellini/Paolo Lentini
Agency Producer: Jorio Manuela
Account Manager: Roberta La selva
Account Supervisor: Giovanni Zezza
Production Company: ECCETERA PRODUZIONI AUDIO, Milan, ITALY
Director: Jose Bagnarelli
Producer: Sabina Feneri
Sound Studio: Eccetera
Sound Engineer: Marco Vaccaro/Luca de Sensi/Mauro Fazzini
Music Artist/Title: Pasta's Things
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: ECCETERA PRODUZIONI AUDIO, Milan, ITALY
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Music
ANN: Barilla Emiliane Garganelli presents the first Olfactory advertisement.
Come closer to the radio.
Now smell...
The speck being finely chopped and gently fried...
SFX: Sizzling
ANN: The artichokes sautéeing in the pan...
SFX: Frying
ANN: The Garganelli being drained...
SFX: Draining of pasta
ANN: You've just enjoyed the experience of Barilla Emiliane Garganelli with artichokes and speck.
SFX: Music
ANN: There's a recipe to make your every day a special day.
Full script of the ad in the original language
SFX: Musica
ANN: Garganelli Barilla Emiliane presentano la prima pubblicità Olfattiva.
Avvicinatevi alla radio.
Annusat...
Lo speck viene tagliato finemente e fatto rosolare...
SFX: Sfrigolio
ANN: I carciofi soffriggono...
SFX: Carciofi che cuociono in padella
ANN: I Garganelli vengono scolati...
SFX: La pasta è drenato
ANN: Avete assaporato i Garganelli Barilla Emiliane con carciofi e speck.
SFX: Musica
ANN: C’è una ricetta per rendere speciale ogni tua giornata.
Brief Explanation
We used the radio medium in the two hours before lunch and dinner time with copy telling simple but tasty recipes. The natural limits of the radio in suggesting food appeal have been overcome by the executions: with sounds recorded during recipes’ preparation and words evoking flavours, we stimulate imagination and Olfactory perception, making people feel hungry and desire an appealing meal that makes everyday special.