In amongst all those supermarket commercials shouting cheaper prices, fresher produce and weekly specials comes the occasional gem. This commercial by agency, SMALL New York for Italian supermarket chain is a gem. The Peach is a story about a little girl trying to bring her separated mum and dad back together. It’s a classic tale, but beautifully told, taking you on its path to the ending you never saw coming, and making you smile. The idea behind it is that there is a story behind every food item you buy – Your groceries are more than just groceries.
And now that has been brought to your attention, you care where you buy them, don’t you?
“The campaign aims to highlight the importance of grocery shopping: it’s not just about purchasing food, it has a much broader symbolic value,” explained Roberto Selva, chief marketing & customer officer of Esselunga. “For every product we put in the cart, there is a deeper meaning than we’re used to thinking about. Esselunga is synonymous with quality and convenience and knows that your groceries are never just groceries: that’s why we’re committed to always offer the best to our customers.”
Kudos too to the director, Indiana Production’s Rudi Rosenberg, for letting the simplicity and ingenuity of the little girl keep you wondering until the reveal and making sure that your attention stayed firm to see it happen.
Credits
Agency: SMALL New York
Executive Creative Directors: Luca Pannese, Luca Lorenzini
Creative Director: Paolo Montanari
Managing Director: Alberto Scorticati
Account Manager: Chiara Guadagnini
Production Company: Indiana Production
Executive Producer: Karim Bartoletti
Senior Producer: Silvia Bergamaschi
Head of R&D: Giampaolo Rossi
Director: Rudi Rosenberg
DoP: Giacomo Frittelli
Set design: Fabienne Arzul
Costumes: Sara Costantini
Editor: Julien Panzarasa
Post-Producer: Alice Bellini
Colorist: Lorenzo Ameri
Post-Production: Proxima
Original Music: Alessandro Cristofori & Diego Perugini for Stabbiolo Music
Cello: Agnese Menna
Post Production Audio: Bravagente
