Esselunga is back with a new commercial, this time for Christmas, made to excite.
It is the second episode of the series that began with "The peach" taken from the shelves of the supermarket, which Emma, a little girl daughter of separated parents, has 'gifted' by her mother to her father.
Almost three months after the advertising campaign that had also divided politics and had been liked by Prime Minister Giorgia Meloni not long before the Giambruno case exploded, there are still children at the center of the new 120-second short film, broadcast from 20:35 p.m. tonight until December 25 on the major television networks and until next January <> on digital channels and in cinemas.
Their names are Carlo and Marta, they are neighbors in Brianza or somewhere else in the Italian province, and it is the little girl who gives her friend a walnut before leaving for abroad where her mother has been transferred for work. About 15 years later, the two, now grown up, will find themselves on the same bench where they left each other as children, behind which in the meantime a large tree full of lights was born from the walnut tree planted by Carlo, which gives Esselunga the opportunity to wish happy holidays.
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Even more than in the first episode, the focus is not on sociology, but on people with their stories of daily life seen through the eyes of children to fully recreate the magic of Christmas. Even if the atmosphere is a bit reminiscent of that of the kitten in the historic Barilla advertisement signed by Gavino Sanna, the payoff, i.e. the phrase that accompanies the brand of the supermarket chain, remains "There is no expense that is not important" and it is the message around which the story entitled 'The Walnut' is built, advertised as a real film with a full page today in newspapers. From the supermarket chain founded by Bernardo Caprotti and now in the hands of his daughter Marina, there are no numbers on the costs of advertising, where moreover there are no famous actors on stage and it was shot in a few days, and with which he talks about purchases of values to enrich with meaning a simple gesture such as shopping. The campaign is signed again by the New York creative agency, Small, and the commercial shot by the same director of 'La Pesca', the French Rudi Rosenberg, and produced by Indiana Production. "With the second appointment of our story," explains Roberto Selva, marketing and communication director of Esselunga, "we wanted to represent a story of friendship that resists the passage of time and distance, and we did so through a walnut, a symbolic fruit that lends itself well to representing the concept of care and the evolution of history."
Video After the 'fishing' on TV, Esselunga's commercial on the 'walnut': the trailer
The payoff "There is no expense that is not important" remains the message around which the story is built, again in the form of a short film, entitled "The Walnut". Again, this is not a traditional commercial, but a short film that uses a cinematic language.
With the second appointment of our story - explains Roberto Selva, marketing and communication director of Esselunga - we wanted to represent a story of friendship that resists the passage of time and distance and we did so through a walnut, a symbolic fruit that lends itself well to representing the concept of care and the evolution of history. With the emotion that a newfound friendship arouses, we would like to wish everyone happy holidays." The film will be visible on TV from tonight until December 25, in cinemas and on digital channels until next January <>. The supermarket chain founded by Bernardo Caprotti and now in the hands of his daughter Marina, leverages the stories of the people and customers who enter its stores every day and aim to enrich a daily gesture such as shopping with meaning. The campaign is signed by the New York creative agency SMALL, the film "The Walnut" was shot by the same director of the film The Peach, the French Rudi Rosenberg, and produced by Indiana Production.
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