A bicycle saddle capturing attention with an ad? This one by Milan agency, Advereteam, for Selle Royal’s Stracciatella saddle, an animated music video with wild (and in parts, suggestive) lyrics certainly does.
The launch commercial mixes creamy, ice cream associations that walk on the wild side with a sustainability message that cuts through the earnestness of the category.
The saddle does have news to share. It’s created from upcycled material waste and engineered for high-performance comfort. Instead of sending production offcuts and discarded saddles to landfill, Selle Royal has engineered a process that grinds and processes these remnants into a new, high-performance comfort foam. The result is a material with a distinctive marbled appearance reminiscent of the Italian gelato Stracciatella with its chocolate-swirl pattern, and the inspiration behind the saddle’s name.
The spot was animated frame by frame using over 2,000 individually photographed scenes, and combines miniature sets, playdough characters, and real recycled foam fragments to tell the story of transformation through reuse. It’s a visually distinctive, music-driven piece that aims to speak to younger and digitally savvy audiences.
Riccardo Losio, strategy & brands director, Selle Royal Group, commented, “Stracciatella offers a refreshing take on sustainability, grounded in material innovation but told with emotional resonance. We wanted a campaign that speaks with energy and creativity while highlighting our environmental credentials.”
Alberto Damiani, CEO of Adverteam, added, “We built a true brand entertainment project, where every element – from the music to the visuals, from the tone to the narrative rhythm – was designed to engage and entertain, while remaining fully aligned with the brand’s identity. It reflects our belief that strategic thinking must always spark the creative process, to deliver ideas that truly resonate where people live and interact today.”
The campaign is running on paid social media channels across France, Germany, Italy, The Netherlands and the UK from August. An audio campaign runs on Spotify also in August.
Credits
Client: Selle Royal Group
Strategy & Brands Director: Riccardo Losio
Brand Manager Selle Royal: Lara Cunico
Creative Manager & Designer Selle Royal: Francesco Belloli
Creative Agency: Adverteam
Client Service Director: Mauro Messina
Executive Creative Director: Riccardo Catagnano
Deputy Creative Director: Matteo Tommasi
Senior Copywriter: Elena Briganti
Art Director: Letizia Moro
Junior Art Director: Ricardo Blas
Media Strategist: Silvia Di Giovanni
Director: Dario Imbrogno
Production Company: Withstand
Executive Producer: Lorenzo Damiani
Producer: Chiara Parodi
Animation: Dario Imbrogno and Stefania Demicheli
DOP: Antonio Managò
Scenography: Elena Panigada
Character Designer: Monica Fibbi
Post Production: Daniele Iacuitto
Sound Design: Gigasound
Singer: Cristina Russo
Musical Direction: Nazzareno Brischetto
Musical Producer: Marco di Dio
