Cinema Barilla: our most beautiful commercials
13 February 2025
Picture this: you're at home or maybe at a bar, watching a game on TV when the broadcaster cuts to a commercial break during the interval. Nothing out of the ordinary, right?
Now, imagine this happening on 1 July 1941, during a baseball game aired by WNBT, a local New York station. At that moment, viewers witnessed the very first commercial ever aired – a 10-second ad that would go on to change the future of television forever.
Sixteen years later, on 3 February 1957 to be exact, the same happened in Italy. That day marked the début of Carosello, Italy’s first TV programme entirely dedicated to commercials.
Can you guess which company was one of the first to jump on board?
CAROSELLO AND MINA AS AMBASSADOR
You guessed it. We can proudly say that we were among the first to take part in the unforgettable Carosello era, thanks to the vision of Pietro Barilla, who understood the true potential of advertising.
That’s why, right from the start, we invested heavily in our commercials, entrusting the telling of our identity and story to iconic figures like Dario Fo, 1997 winner of the Nobel Prize for Literature, and Giorgio Albertazzi, the renowned Italian director and theatre actor.
But it wasn’t just about creating a corporate image. In the 1960s, our advertising became a reflection of a social shift. It symbolised the rise of a new, modern and emancipated idea of woman. In 1965, this shift was perfectly captured by Mina, one of Italy’s most beloved singers, who became our testimonial until 1970.
With her sculptural gowns, iconic hairstyles, bold makeup and sensual movements, Mina and her unmistakable voice made our commercials “a hit” on Carosello and captured the heart of Italians. Her influence created a chapter in advertising history brimming with charm and elegance.
WHERE THERE'S BARILLA THERE’S HOME
And speaking of charm and elegance, another unforgettable image comes to mind: a stunningly beautiful and sensual woman, dining with a companion at a restaurant. As she orders, she interrupts the waiter to request a plate of Barilla Rigatoni. We're talking, of course, about “Alta società” (“High Society”) – our 1985 commercial, brought to life by the genius of film director Federico Fellini, who masterfully used the power of image to convey the quality of our product.
Meanwhile, a more intimate side of enjoying our products started to resurface in our imagination. It all began once again with the words of Pietro Barilla: "We sell food that is useful to society. This sense of being useful is what gives us strength, what drives us. And to express it, advertising must evoke familiar, shareable emotions that reinforce this guiding principle."
This is how the “Where there’s Barilla, there’s home” campaign came to life as a series of commercials that capture families and bonds as they share the simple joy of our pasta set to the timeless Hymne by Vangelis.
In “Treno” (“Train”), a landmark 1985 commercial running a record of 120 seconds, a traveller finally returns home, where he is reunited with his loved ones and a pack of Barilla Spaghetti.
In “Gattino” (“Kitten”), a 1986 commercial, we get a modern fairy tale with a heartwarming ending: a little girl, who is late coming home for having saved an abandoned kitten from the rain, finds her parents waiting for her, along with a plate of Barilla Penne.
In “Mosca” (“Moscow”), a 1989 commercial, two lovers visiting St. Petersburg, despite not speaking the language, manage to order our Spaghetti in a restaurant, because by this time our pasta has become an international symbol of quality and goodness.
Each of these scenes is unique, yet they share one intriguing detail: the voices of the protagonists are never heard. In the end, no words are needed to convey the feelings and emotions of a moment spent with those we love, moments made possible by Barilla pasta.
WORK CONTINUES. SINCE 1877
As we step into the new millennium, we reach a truly significant milestone: 125 years of hard work, passion, dedication and a love for great food. To mark this moment in our history, we decided to turn to the masters of storytelling, those who have elevated it to both a profession and an art form.
In 2002, the renowned writer Alessandro Baricco collaborated with us on a screenplay, which was brought to life by German director Wim Wenders. The result was “Il lavoro continua. Dal 1877” (“Work continues. Since 1877”), a commercial that captures the full range of emotions and inspirations from our journey. This timeless piece features a farmer, standing tall with a proud gaze, ready to harvest the fruits of an endless wheat field. It’s a symbol of our deep, lasting respect for both nature and humanity.
From Wim Wenders’ wheat field to another, the transition is seamless. In 2009, to celebrate our 132nd anniversary, we created the “Sogno” (“Dream”) commercial, a captivating story that blurs the lines between fantasy and reality, between the dreamlike and the conscious. In the midst of a wheat field, ready for harvest, Pietro Barilla Senior envisions a company that can produce high-quality pasta for thousands of people around the globe, one that innovates while staying true to its roots and traditions.
And we know that this dream of quality and goodness continues to come true, day after day.
A SIGN OF LOVE
In 2020, as the world grappled with a pandemic, we, as always, stood strong in the face of adversity. In April, “All’Italia” (“To Italy”) was aired for the first time, a heartfelt tribute to the country where our roots, strength and courage lie. With Vangelis' Hymne playing in the background, the incomparable voice of Sophia Loren, speaking on our behalf, expresses our gratitude and reaffirms our unwavering presence, showing our commitment to being close to people, even in the toughest times.
By 2021, the longing for affection, family and togetherness was stronger than ever.
The desire to give and receive “A sign of love”.
The commercials from our latest global campaign say just that, telling relevant stories where emotions and small yet significant signs of love, like cooking a dish of Barilla pasta for someone special, or finding a plate of Barilla pasta ready to enjoy, take centre stage. A son makes peace with his father thanks to our Penne. An established couple support each other with our Spaghetti. A mother connects with her daughter using the same Spaghetti.
In each of these stories, offering a plate of pasta becomes a sign of love. A more precious sign than ever, to be cherished and protected, in a world that constantly reminds us how crucial it is to care for ourselves and those we love!
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