long S presents himself at the third appointment of his story with a new episode of the “There is no expense that is not important” campaign. From peach to walnut, the baton now passes to carrot.
“The carrot”, in fact, is the title of the new short film which focuses on the people who enter its supermarkets every day, with their stories, and who enrich with meaning a daily gesture such as doing the shopping.
The film will be visible on television from this evening until February 10th, in cinemas and on digital channels until February 12th 2024 and will be broadcast on the occasion of the Sanremo Festival.
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The campaign is signed by the creative agency of New York SMALL and produced by Indiana Production.
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“The Non c’è una expenditure che non è importa campaign, launched last autumn with the commercial entitled La Pesca and continued at Christmas with La Noce, represents a great new element for us because it puts people and their daily gestures of love – he explains Roberto Selva, Marketing and Communication Director of Esselunga -. This third appointment also wants to be a tribute to Liguria and the city of Genoa where we opened the first store in 2020. But the tribute to this wonderful territory also passes through music since we have chosen an author who, together with the entire Genoese school, made the history of Italian music”.
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The protagonist of this advertisement is Arianna, a young girl who expresses her desire for independence but encounters initial resistance in her father’s sense of protection. A fundamental role is entrusted to music with the song by the Genoese singer-songwriter Gino Paoli and Peppe Vessicchio entitled “I’ll leave you a song”.
“In a period of the year when Italian songs take to the stage, the short film wants to celebrate the value of music which thus becomes the soundtrack of emotion. But the homage also goes to Liguria Region and in particular the city of Genoawhich with its views, its alleys, the Vernazzola beach and the city’s Esselunga supermarkets, was chosen as the setting for the filming”, reads the press release.
The beauty of Genoa is finally enhanced by the Danish director Sune Sorensen and the cinematography of Franz Lustig.