Ranieri (Testimonial) : “Erba di casa mia” – Montefiascone
2’15” C TV VHS.
Agency: Young & Rubicam
Creative director: -
Art Director: -
Directed by: Richard Lester
Director of photography: Jean Bourgoin (1973); Sergio Salvati (1974)
TV Producer: Roberto Cavaciuti
Production Company: Montagnana
Music: authors of the various songs
Interpreters: Massimo Ranieri
Location: San Gimignano (SI), Todi (PG), Amalfi (SA), Montefiascone (VT)
Year: 1973, 1974
ASB Code: BAR I Re1973/1-2-3-4-5
Abstract: Richard Lester directed this series of commercials in some of the most beautiful and famous squares of Central and Southern Italy. The spots begin with Tuscany where Massimo Ranieri sings “La tua innocenza” (your innocence) in the main square of San Gimignano; then follow “Ti ruberei” (I would steal you), “Sogno d’amore” (love dream) (from Todi, in Umbria), “Erba di casa mia (the green grass of my homeland)” (from Montefiascone, in the province of Viterbo) and “Comme facette mammeta” (how did your mother make you) (from the monumental stairs of Amalfi’s Cathedral, in Campania). At the end of the concert, Massimo is invited by the local authorities to taste the typical specialties and the scene moves to a restaurant. Noticing his interest, the chefs explain their recipes and specify that the pasta to be used must necessarily be Barilla’s since at the end of cooking it must be heated in a skillet and has to withstand the trial of fire. In one of the commercials of the series instead, the Rusk bread is advertised with the slogan: «The Barilla oven bakes only good things».