Esselunga returns with a new commercial, this time for Christmas, that aims to delight.
It is the second episode of the series, which began with “The Peach” from the supermarket shelves that Emma, a child of separated parents, has her mother “give” to her father.
Almost three months after the advertising campaign that also divided politics and that pleased Prime Minister Giorgia Meloni shortly before the explosion of the Giambruno case, children are still in the new 120-second short film, which will be broadcast tonight from 8.35 p.m Center Point Until December 25th on major television channels and until January 1st on digital channels and in cinemas.
Their names are Carlo and Marta, they are neighbors in Brianza or another place in the Italian provinces, and it is the little girl who gives her friend a walnut before she goes abroad, where her mother has been transferred to work . About 15 years later, the two of them, now adults, find themselves on the same bench where they left each other as children, behind which a large tree full of lights has now grown from the walnut tree planted by Carlo, giving the opportunity to Esselunga, wishing you happy holidays.
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Even more than in the first episode, the focus is not on sociology, but on people with their everyday stories from the perspective of children in order to fully recreate the magic of Christmas. Even if the atmosphere is a little reminiscent of that of the kitten in the historic Barilla advertising signed by Gavino Sanna, the payoff, that is to say the phrase that accompanies the brand of the supermarket chain, remains, “There are no costs that are not important”, and This is also the message around which the story entitled “The Walnut” is built, which is now advertised in the newspapers as a real full-page film. No figures on advertising costs have been leaked from the supermarket chain founded by Bernardo Caprotti and now in the hands of his daughter Marina, where, however, there are no famous actors on stage and shot in a few days and with whom he speaks of valuable purchases to enrich a simple gesture like shopping with meaning. The campaign was again signed by New York creative agency Small and the commercial was shot by the same director of “La Pesca”, Frenchman Rudi Rosenberg, and produced by Indiana Production. “With the second appointment in our story,” explains Roberto Selva, Marketing and Communications Director of Esselunga, “we wanted to represent a story of friendship that withstands the passage of time and distance, and we achieved this with a walnut, a symbolic one Fruit that goes well with it.” is suitable for presenting the care concept and the development of the story.”
Video After the “Peach” on TV, the Esselunga commercial for “Walnut”: the trailer
The message “There is no effort that is not important” remains the message around which the story revolves, again in the form of a short film titled “The Walnut.” In this case too, it is not a conventional commercial, but a short film that uses cinematographic language.
With the second appointment of our story – explains Roberto Selva, Marketing and Communications Director of Esselunga – we wanted to represent a story of friendship that withstands the passage of time and distance, and we achieved this through a walnut, a symbolic fruit that goes well with depicting the concept of care and the development of the story. With the emotion that a rediscovered friendship inspires, we wish everyone a happy holiday.” The film will be shown on television from tonight until December 25th, in cinemas and on digital channels until January 1st next year. The supermarket chain founded by Bernardo Caprotti and now in the hands of his daughter Marina, takes advantage of the stories of the people and customers who enter its stores every day and aims to enrich an everyday gesture like shopping with meaning. The campaign is signed by the creative agency New York SMALL The film “The Walnut” was directed by the same director of the film “The Fishing”, Frenchman Rudi Rosenberg, and produced by Indiana Production.
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