19 Grand Slam, 95 titles, zero minutes cooking. When all you’ve known is being a master at something, how do you start from scratch? Roger Federer, one of the greatest tennis players in the world, is exchanging his racket for an apron, as he meets his match in Barilla’s new global advertising campaign ‘Masters of Pasta’.
Federer is undeniably a master in the court, but can he learn how to cook the perfect pasta? In ‘Masters of Pasta’ we watch Federer become the apprentice as he heads into the kitchen for his first cooking lesson. His master and adversary - award-winning and Michelin-starred chef Davide Oldani, - recognised for his contemporary Italian cuisine and endless love for an al dente plate of pasta.
Federer closely watches Oldani’s every move, as he cuts, slices and dices the freshest ingredients that will hit the pan. Directed by Mark Hoffman, the fast-paced visual feast portrays the tense yet humorous relationship between Oldani and Federer, as together they master the perfect Spaghetti al Pomodoro.
"When Barilla challenged me to have my first cooking lesson with chef Oldani, I was all in. The most simple ingredients create wonderful results, and I was lucky to learn from one of the best. I can't wait to meet chef Oldani on the court for a rematch - and then we can enjoy a big plate of Barilla spaghetti afterwards", said Roger Federer.
"Barilla understands that simplicity is one of the hardest things to achieve. Celebrating the uniqueness of everyday ingredients and turning them into unforgettable dishes is still my biggest challenge every single day. I hope that after learning the basics of what makes a great pasta dish, Roger continues to practice his technique", said chef Davide Oldani.
‘Masters of Pasta' is Barilla’s new global brand platform, bringing to life the brand’s core values and reaffirming that with great ingredients, everyone can be a master in the kitchen. This is the first campaign featuring Roger Federer as its Brand Ambassador and the first work created with 72andSunny Amsterdam, Barilla’s global creative agency. Barilla and Davide Oldani have a long relationship - the chef has developed unique recipes, revisiting classic italian dishes with his contemporary approach.
“We know how much dedication it takes to master something. We’ve dedicated 140 years to master the art of pasta making, and we keep doing it every day. We are delighted to have Roger as part of our family and are very excited to see what he’ll be cooking next”, said Carlo Mereghetti, CMO at Barilla Group.
"Barilla has built its brand on a love of the Italian culture of food. They’re truly passionate about reminding everyone how simple food is always the best,” said Creative Leads Ben Everitt and Benn Sutton “And as lovers of food and sport, what could be more fun than combining pasta and Roger Federer and calling it work.”
“72andSunny Amsterdam shares our passion and love of food, so we’re meant to do great things together”, concluded Mereghetti.
‘Masters of Pasta’ is launching in more than 40 countries worldwide, including the USA, Australia, Japan, Italy, Germany and France. The campaign includes TVC, online, social media content, OOH and DOOH. The anthem film was revealed on Roger Federer’s social channels, following a series of teasers released by Oldani and Federer.