72andSunny Amsterdam presents ‘Masters of Pasta’, the first work created for Barilla since becoming the global creative agency. This is also the first campaign featuring Roger Federer as Barilla’s Brand Ambassador. 

In ‘Masters of Pasta’ we watch Federer become the apprentice as he heads into the kitchen for his first cooking lesson. His master and adversary, award-winning and Michelin-starred chef Davide Oldani, recognised for his contemporary Italian cuisine and endless love for an al dente plate of pasta. 

This is the first campaign featuring Roger Federer as its Brand Ambassador and the first work created with 72andSunny Amsterdam, Barilla’s global creative agency. Barilla and Davide Oldani have a long relationship.

‘Masters of Pasta’ is launching in more than 40 countries worldwide, including the USA, Australia, Japan, Italy, Germany and France. The campaign includes tvc, online, social media content, ooh and dooh. The anthem film was revealed on Roger Federer’s social channels, following a series of teasers released by Oldani and Federer.

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