“La Tua Buona Stella” (Your Good Star): Negroni is back on tv with a new subject dedicated topancetta cubes; created by Armando Testa directed by Paolo Genovese.

The Negroni brand is continuing its integrated communication campaign with a new TV subject created by the Armando Testa agency, featuring pancetta cubes. The ad airs from 5th October on all main television channels and digital platforms.

Negroni salamis – symbols of tradition and conviviality  – are present in the most authentic moments we share in our lives: they mark time in a love story, they are there during true relationships, they light up life with their “Buona Stella”, the  pay off of the Negroni logo. 

Ensuring consistency with previous subjects, the narrative part here too always starts off from the most iconic of the brand’s products, Negronetto, creating a butterfly effect full of emotion and flavour. The new film closes with the preparation of a plate of pasta based on the iconic pancetta cubes, prepared by the couple starring in the film with gestures of complicity and then savoured together at the table.

Paolo Genovese’s direction for this subject too succeeds in telling this story with a cinematographic slant to evoke emotions and make people feel closer to the story.

The film dedicated to the cubes category comes in a cut of 15’’ and it is the second subject to air in the new  Negroni campaign, after the one featuring cold cuts. 

In addition to the film, the campaign will be extended and will feature also on social media with dedicated contents. 

 AT Studios managed the production of the campaign. 

CREDITS

Client: Negroni

Marketing manager: Claudia Ferrari

Brand manager: Francesca Pedrazzi

Digital marketing & communication specialist: Giulia Monti

Agency: Armando Testa 

Creative Direction: Jacopo Morini and Fabiano Pagliara

Creative team: Sarin Demirdjian, Mira di Chio

Client Service: Francesca Romaldo

Production Company: AT Studios

Media Planning: Dentsu