New italian commercial
05/07/2004
The air of Parma is the main protagonist of the new commercial created by the Euro RSCG MCM agency for the Parma Ham Consortium. The commercial takes place in a country home in San Vitale Baganza, located in the wonderful natural environment of the Parma country-side. Following the wind’s trail, a sudden gust causes the main character’s hat to fly away, the viewer is drawn into a reality made of tradition and handcraftsmanship, simplicity and genuine, the basic values of the Consortium’s mission which serves to protect the Prociutto di Parma. The tradition and unique qualities of our product are pointed out by the narrator who speaks over the musical tune of a plucking guitar and violin. This accompanies the image of three different generations taken from the everyday life of the country side. Smiling faces of grandparents who look at their grandchildren running happily in the fields under the hot summer sun smoothed by the wind. This trip, set in a peaceful country environment, ends in front of an aging canteen where there a beautiful girl is eating a sandwich. The following claim is made: “The Consortium guarantees: the sweet one is Prosciutto di Parma”. Meanwhile, rolling on the screen, are the images of the Prosciutto di Parma branding with its unmistakable Corona Ducale ( The Crown Of Parma Dukedom ). “Parma Ham stands amongst the products that best represents, everywhere in the world, the gastronomic culture of the food valley.” states Alessandro Utini, President of the Parma Ham Consortium. “Our production companies are aware and proud to contribute in exporting to 60 different countries with the name and excellence of our town. It is exactly this passion for Parma excellence that has pushed us to stress in our marketing communications the very tight connection we have with our territory which also characterizes our product”. To see our new commercial please connect to the webpage (Italian version) where all the previous advertisement campaigns of the Parma Ham Consortium have been collected: http://www.prosciuttodiparma.com/consorzio/comunicazione-televisiva.shtml
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