Campaign: Mina - Songs
Season: 1965 – V cycle of Carosello
Creative director: Mario Belli
Art Director: Mario Belli
Copywriter: Livio Mazzotti, Sergio Donati
Directed by: Valerio Zurlini
Director of photography: Ennio Guarnieri
TV Producer: –
Production Company: Gigante
Music: authors of the various songs
Interpreters: Mina Mazzini
Location: a villa on the lake of Como and a discotheque
The first advertising campaign that Mina made for Barilla while she was already at the top of her success was directed by cinematographic director Valerio Zurlini. In each commercial Mina sings a different song. There are numerous close up shots of the artist while she sings among the public seated at tables or while she sings on stage with the public watching and sitting on stairs.
Except for “Brava”, all the songs are on the theme of love like “L’ultima occasione” (the last chance), “Un anno d’amore” (a year of love), “Città vuota” (empty town) “Un bacio è troppo poco” (one kiss is not enough) and “Soli” (Alone with you).
At the end of the song Mina advertises for Barilla by caressing with her hands the range of pasta boxes: «B for Beautiful cooking (1). A touch of high quality in the simple dishes of every day” and in the end she appears on scene from behind a box and says: «There is a great cook in you and Barilla brings it out».
Note: (1) in the original Italian, the phrase “B per Buona cucina” would literally be “G for Good Cooking” – but here the letter B is also used to suggest the initial of Barilla, so in order to keep the alliteration and innuendo between Barilla, Good cooking and the letter B I opted for Beautiful cooking as a translation.