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Creative in association withGear Seven
Group745

Saatchi & Saatchi Italy's Bauli Cakes Ad Illuminates the Magic of Christmas

26/11/2015
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FilmMaster Production's Federico Brugia brings holiday heart to new spot

You know it’s Christmas in Italy when the Pandoro Bauli ad is on air: it’s a traditional ritual, joyfully awaited by adults and children of all ages. The much-loved Veronese confectionery company always honors this festive tradition with commitment and pride to all Italian people.

For Christmas 2015, the agency has created a spot dedicated to the magic and emotion of Christmas, in keeping with the Bauli mantra 'Made with heart', and the agency ethos of 'Lovemarks'.

The spot was conceived by creative directors Antonio Gigliotti (copy) and Micaela Trani (art), under the executive creative direction of Agostino Toscana, and directed by Federico Brugia (FilmMaster CDP, CDP audio Sing Sing). The film shows Christmas through a father’s eyes that are able to stop and wonder, in spite of the fast pace of modern life.

The commercial, shot in Budapest, evokes the magic of Christmas with a narrative that goes straight to the heart with small gestures and intimate glances.


With the famous jingle "A Natale Puoi" as a soundtrack, the protagonist makes his way home with a Bauli Pandoro, seeing Christmas trees instead of a coniferous forest, a line of reindeer sleighs instead of taxis, teddy bears and giants soft toys instead of people on a bus.

The spot (with a 30 and 15 second version) will be on air from November 21 on all major broadcasters; Mediaset and Rai; satellite and digital; La7; La7d; and Sky, with a major presence on the movie and on-demand channels, on all Discovery platform channels and on the pay per view Mediaset premium.

The campaign is online for fans starting from November 20 on the Facebook and website bauli.it. This year the magic of Christmas will also light the brand’s digital and social channels with dedicated content and a special users engaging initiative, enhancing Bauli basic ingredients of confectionery. The creativity for social activities has signed Ambito5.

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