Old ladies star in TV ad for Bertolli's new pasta sauces range

Bertolli is promoting its Pasta Sauces range with a national TV

campaign through Bartle Bogle Hegarty, due to break on 14 January.

"Grannies" continues Bertolli's Olivio strategy that those who have a

Mediterranean diet live life to the full, whatever their age.

It opens on the Tuscan countryside and follows a truck loaded with ripe

tomatoes, driven by a work boot-clad granny, arriving at the Bertolli

factory. Inside is a pasta sauce-making operation run by a team of

nonagenarian ladies on an industrial scale. They wait as the oldest

granny tastes the sauce. A dash of Bertolli Extra Virgin Oil is added

and she smiles.

Russell Ramsey, the creative director on the Bertolli account at BBH,

said: "The vision of an old-fashioned factory in the middle of Tuscany

has been brought to life beautifully."

Ramsey was assisted by Mark Hunter and Tony McTear at BBH. "Grannies"

was directed by Harold Zwart through Pink Films.

Media planning and buying is by Initiative Media.

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