THE PASTA AD

TitleTHE PASTA AD
BrandRED CROSS
Product/ServiceRED CROSS
Category A06. Not-for-profit / Charity / Government
Entrant ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Production GIANTS & TOYS Stockholm, SWEDEN
Post Production GIANTS & TOYS Stockholm, SWEDEN
Credits
Name Company Position
Rickard Beskow Åkestam Holst NoA Copywriter
Michal Sitkiewicz Åkestam Holst NoA Art Director
Linus Bronge Åkestam Holst NoA Art Director
Jessica Morales Åkestam Holst NoA Client Director
Leila Widgren Åkestam Holst NoA Agency Producer
Lotta Linde Åkestam Holst NoA Production manager
Henrik Sjödin Åkestam Holst NoA Planner
Frida Norén Åkestam Holst NoA Planner
Sara Bellafesta Åkestam Holst NoA Graphic Designer
Måns Månsson Giants & Toys Director
Tilde Franzén Giants & Toys Executive producer

Write a short summary of what happens in the film

It all starts with scenes that look like a calm stereotypical ad for pasta. Classic music, a chef preparing food, enjoying the high-quality pasta. Sound, look, feeling, for all viewers, it's just like any other ad. But then… out of nowhere, the calm atmosphere is replaced with panic. The ground starts shaking. An earthquake hits the area. Pans falling, people screaming and fleeing. The building is about to collapse. Our main character is taking cover. It's just her and her panic look. Graphics 1: NO ONE KNOWS WHEN THE NEXT CRISIS WILL STRIKE. We jump cut to later. We're outside. Red Cross volunteers are in the middle of an ongoing rescue operation. Rescue dogs, shelters, people who have been saved from the collapsed buildings. Then, we see the main character. She's scared but safe. Graphics 2: THAT'S WHY RED CROSS VOLUNTEERS ARE ALWAYS READY.

Cultural / Context information for the jury

This ad was aired in the middle of the ad break. People watching it was expecting to see just another typical calm ad trying to promote just another product. With that context, this ad managed to chock the viewers as they weren’t prepared for a crisis to strike. The target audience was Swedes. And Sweden is one of the safest countries in the world. A crisis might not be top of mind. By chocking the viewer, we wanted to remind them that a crisis can strike anytime, and that’s why the Red Cross still needs support to be prepared.