Buitoni

Nestle’ had a problem with their frozen pizza brand, Buitoni. They wanted to announce that their fancy new pizza range was the best thing this side of Napoli, but every single thing they wanted to say about them, was exactly the stuff that the pretenders said. “Authentic.” “Italian.” “Made by with fresh ingredients.” All the kind of stuff that the category was absolutely full of. So, I said, why not swap the idea of “Italian heritage and craft,” for the idea of, “Real Italian Obsession.” And instead of sweeping Italian vistas and Nonas kneading dough, let’s create a weird and wonderful bunch of cooks who are utterly obsessed with a single aspect of perfect pizza making. Like Willy Wonka swapped chocolate and gumdrops, for flour and fresh dough. It ran all over Europe.

Agency: McCann

Direction: Los Pérez at Finesse Films