Barilla – Tastes Like Family: When Pasta Wins at Monza

Monza, 1979. The roar of engines, the scent of tarmac and, suddenly, the aroma of tomato sauce. Barilla returns to the track with “Tastes Like Family”, a campaign narrating the true story of Luigi Montanini – known to everyone as “Pasticcino” – the chef who turned Formula 1 car bonnets into dinner tables.

In a world ruled by extreme competition, a simple plate of spaghetti managed to suspend rivalries, turning mechanics and drivers into one big family. It is a story of authentic “Italianity”, where food becomes the human bond within a high-tension environment.

For Disc To Disc, it was a pleasure to handle the audio post-production for this project. Recreating the sonic atmosphere of 70s F1, balancing the raw power of the engines with the intimacy of shared moments, required meticulous sound design. The original score by Nicola Piovani did the rest, setting the emotional pace for a film that doesn’t need to shout to be heard.

This isn’t just advertising; it’s a piece of cultural history reminding us that, ultimately, we are all at home in front of a plate of pasta. Even in a Grand Prix pit garage.

Credits:
Agency: LePub
Global Chief Creative Officer: Cristiana Boccassini, Mihnea Gheorghiu
Chief Creative Officer: Francesco Poletti, Luca Boncompagni, Cinzia Crociani
Creative Director: Alessandra Buchignani, Matteo Gatto
Director: Stefano Sollima
Production Company: BRW Filmland
Producer: Liza Fisher Foresi
Original Music: Nicola Piovani
Audio Post: Laser Film / Disc to Disc
VFX: EDI
Post Production: Tex