With its new global TV commercial, Barilla officially launches Tastes Like Family, a brand platform built on a simple yet powerful idea: sharing a meal can bring us closer, even in a world that often keeps us apart. Barilla calls director Stefano Sollima, composer Nicola Piovani, and designer Leonardo Sonnoli as the creative minds behind the centrepiece film to tell a story we all understand – the familiar feeling of togetherness.
The campaign, crafted by creative agency LePub and globally planned by Publicis Connected Ideas, draws inspiration from a real story rooted in two iconic symbols of Italian culture: pasta and Formula 1. It re-enacts the life of Luigi Montanini, also known as Pasticcino (nicknamed ‘Cupcake’ in Italian): an Italian cook who, starting with his first Grand Prix in 1979, spent more than a decade travelling the world of Formula 1.
Throughout the 1980s, he became an unofficial institution in the paddocks, creating an unexpected space for togetherness in one of the most high-pressure environments through improvised meals, generous spirit, and countless plates of pasta shared between races.
But this isn’t just a glimpse into the past, it carries meaning for the way we live now. In today’s hyper-connected yet emotionally distant world, where 63% of people eat alone during the week, Tastes Like Family is Barilla’s call to slow down, come together, and rediscover the small rituals that create true connection, demonstrating how food can enable emotional closeness in even the most unlikely contexts.
“We launched Tastes Like Family to respond to a universal need: the longing for deeper connection with others,” said Ilaria Lodigiani, chief category and marketing officer at Barilla. “At Barilla, we’ve always seen food as more than nourishment: it’s a gesture of generosity, a bridge between people. In a time where many are disconnected, this campaign highlights the emotional richness hidden in everyday acts. The story of Pasticcino is a vivid illustration of how a plate of pasta can turn an everyday interaction into a moment of meaningful exchange. But it’s also a tribute to the Italian way of life, where food, relationships and culture are deeply intertwined. From the pasta to the paddock, every element of this campaign has been carefully crafted to reflect the Italian heritage. That’s what Tastes Like Family is all about.”
To bring this vision to life with credibility and emotional richness, Barilla recreated the 1970s paddock setting with extraordinary attention to detail. The production was supported by professional F1 advisors and historians to ensure authentic visual reconstruction – down to the cars, the gear, the lighting, and the spirit of camaraderie that once defined that era.
“With Tastes Like Family we wanted to express a cultural truth: no matter how fast life moves, the simple act of sharing a meal keeps us grounded,” said Bruno Bertelli, Global CEO LePub and CCO LePub Worldwide. “The story of Pasticcino offers a powerful metaphor that captures what this platform is truly about – slowing down, making space for one another, and finding meaning in everyday rituals. The visionary direction of Sollima combined with original music composed by Piovani, and the graphic design mastery of Sonnoli, has created a unique and authentic story.”
To craft this story with true authenticity, Barilla entrusted creative direction to three of Italy’s most respected artists, each of whom brings a unique ability to express the country’s identity, sensibility and cultural depth on a global stage.
Stefano Sollima, the filmmaker behind Gomorra and Sicario: Day of the Soldado, brought his trademark realism and cinematic intensity to the story. “At first glance, it’s just a plate of pasta,” Sollima says, “but behind it there’s an authentic story, a memory, friendship, and that everyday intimacy we all recognise. Especially in Italy, where food and togetherness are part of who we are. We slow down, we sit close, we share something real. That’s what drew me in: the chance to tell something simple, but emotionally true.”
Nicola Piovani, Oscar-winning composer of Life Is Beautiful, created the film’s musical identity: soft, emotional and familiar. “The music had to feel like a memory,” he explains. “Not a grand statement, but something that stays with you quietly. Like a shared moment that warms the heart.”
Leonardo Sonnoli, one of Italy’s most respected graphic designers, shaped the visual language of the campaign, including a custom typeface inspired by Barilla’s hometown of Parma. “We started from history to create something timeless. It’s a way of expressing the brand’s story through design: respectful of its roots, yet open to the future.” says Sonnoli.
The film is the first of several expressions of Tastes Like Family, a global platform that will guide Barilla’s communication across markets and channels throughout 2025 and beyond. Deployed across TV, digital, OOH, social media and more, the campaign will be adapted for multiple countries, allowing each market to bring the platform to life in a way that feels locally relevant while staying true to Barilla’s core values. Through this story, the brand reinforces its belief that pasta is never just about food: it’s about the people around the table, and the feeling of being part of something.
Dining and Cooking