Campaign: From father to son
Season: 1979-1980

Agency: Young & Rubicam
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Location: The square of Castell’Arquato (Piacenza)
Year: 1979-1980
Duration: 30”

A little girl is playing a traditional game of hopscotch (called “Parola” in Italy) in the Medieval Square of the town of Castell’Arquato, while her mother, who looks at her from a window, is pouring pasta in a pot and seasoning it with vegetable sauce. All of the family reunites around the table and with great appetite starts tasting the pasta dish that the mother has made. The voice of the speaker interrupts the background music to illustrate how Barilla pasta is always al dente because it is made with Durum wheat flour, a «tradition handed from father to son».