A new advertising campaign featuring one of Sofidel's flagship products, Rotoloni Regina, will air starting Sunday, January 11.
The campaign, created with Grey, is characterized by a lighthearted tone and features, in this new episode, a thousand-year-old mummy walking confidently through the city center, under the incredulous gazes of passersby.
The mummy moves to the rhythm of the legendary Bee Gees song "Stayin' Alive" and enters a store with the goal of securing Rotoloni Regina—a product Italians know well for its long-lasting quality, a characteristic it shares with the mummy.
"In the year we celebrate Sofidel Group's 60th anniversary, we chose one of our flagship products, Rotoloni Regina, to open a new chapter in our communication" said Graziano Ferrari, Media Marketing & Sales Director at Sofidel. "We've always presented our products—synonymous with quality, innovation and sustainability—with a lighthearted tone and a style that resonates with everyone. For this new campaign, however, we've temporarily set aside the running roll to present the product's durability through a fresh creative lens—ironic and full of inspiration".
The spot was produced by Akita Film with Charley Stadler, an internationally renowned director with more than 500 commercials and over 200 awards to his name, including Cannes Lions, Epica and the New York Festival.
The commercial will air in the standard 30-second format and in a longer 40-second cut on TV and online, complemented by radio and digital and social channels, in various static and dynamic formats.