It is not known whether this commercial about fishing and separated parents, which caused debate on social media and in politics, will be discussed like its predecessor. But three months later, Esselunga tries again with another “designer” ad announced in the morning newspapers. It is a film directed by Rudi Rosenberg and starring Anna Gori, Liam Manes Ciravolo, Andrea Micaglio and Carolina Ferraro. It is produced by Indiana Productions based on an idea from the creative agency Small. The photography was by Giacomo Frittelli and the editing was done by Julien Panzarasa. The original music is by Stabbiolo Music, the scenography by Systa Bjornsdottir and the costumes by Elena Manferdini. The fruit at the center of the new ad is the walnut, which also gives the ad its title. The theme at the heart of the video is a friendship that transcends time. Carlo and Marta have known each other since childhood and the walnut represents the common thread that will connect them over the years.
Carlo and Marta are two little friends, two neighbors. The families know each other, they meet, their children spend the afternoons together. Until life takes her away: Marta's parents have to move. Far away, on the other side of the world: in Australia. Technology is not what it is today that allows you to connect two people in an instant, and they are too young to be able to maintain that relationship. “I bought you this so you would remember me,” Marta tells him, giving him a walnut before leaving. The years pass, Carlo and Marta grow apart and become teenagers. Until fate brings them together. Many years later, they are no longer two children but teenagers when Marta returns to Italy to live in the house next to Carlo. The two recognize each other, greet each other and sit on a bench to talk: “When I left, I gave you a walnut, remember?” “Yes, I remember,” smiles Carlo, “I have it still. Sure, it's changed a little, but it's still there. The shot widens to show the festively decorated walnut tree: “We sat under it.” A tree that has grown thanks to the attention of the young man who has looked after it over the years to maintain the bond with his childhood friend. The reactions of users on social media have already multiplied: while we wait to understand whether this episode will also generate discussions and controversies, it is already a satisfaction for marketing managers.
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