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Tennis superstar Roger Federer proves to be an amazingly quick study in the culinary realm in the first ad in a new Barilla global platform, “Masters of Pasta.”
In the 60-second spot (below) that debuted on TV on Jan. 13, Federer — a longtime pasta lover, but a “complete amateur” in the kitchen, according to Barilla — demonstrates an impressive flair for chopping as he gets a cooking lesson from renowned Italian chef Davide Oldani. (Background music: “Zorba’s Dance,” from the original score of “Zorba the Greek,” by Mikis Theodorakis.)
Oldani is known for creating “Cucina Pop” (“Pop Cuisine”) — making simple daily cuisine extraordinary through technique and knowledge.
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Federer, who signed as a Barilla brand ambassador in May 2017, will also star in product-specific videos and make appearances over the five-year contract.
Federer will share the key role that complex carbohydrates like pasta play in his training and on-court performance, as well as in his own daily life and his father’s, according to a brand rep.
The advertising, the first for Barilla from its new global creative agency, 72andSunny Amsterdam, will run in more than 40 countries, including the U.S., Australia, Japan, Italy, Germany and France.
In addition to television, the campaign includes online, social media content, and digital and traditional out-of-home.
Following a series of teasers released by Federer and Oldani, Federer posted the campaign’s anthem video on his social channels on Dec. 27. Barilla posted a longer (two-minute) version on the same day.
Federer is the latest in a string of tennis and other sports ambassadors and sponsorships for the 140-year-old Barilla, including Steffi Graf, Stefan Edberg, Alberto Tomba, Alex Zanardi, Ricardo Kakà, Thomas Müller and Mikaela Shiffrin. The brand is a longtime sponsor of the AS Roma Italian soccer club, and has been a main sponsor of the Italian national basketball teams since 2015.
Federer — who has earned an estimated $625 million from sponsors during his two-decade career and was named the world’s most marketable athlete in 2016 by the London School of Marketing — had at least 10 deals as of last year, including Nike, Mercedes-Benz, Rolex, Credit Suisse, Wilson and Lindt.
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January 15, 2018 at 02:37PM
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