NEWS: Olivio ads focus on health benefits of a Mediterranean diet

Van den Bergh Foods has adopted the theme of a healthy Mediterranean diet in a new television campaign through Bartle Bogle Hegarty for the reduced-fat spread, Olivio.

Van den Bergh Foods has adopted the theme of a healthy Mediterranean

diet in a new television campaign through Bartle Bogle Hegarty for the

reduced-fat spread, Olivio.



The two TV ads and three press executions target olive oil users with

the message that people living in Mediterranean countries are healthier

and live longer than people in Northern Europe, partly because of their

diet.



The first commercial, ‘hand down’, features five generations of the

Gamberini family. In each shot the youngest member of the family is told

that one day the traditional family delicatessen will be theirs. In the

last scene, the patriarch, Signor Gamberini, resides over the family

meal and pretends to pass out as he begins his familiar speech, ‘One day

my sons...’ But just as everyone rushes to his aid, the old man opens

his eyes and bursts out laughing.



The second spot, ‘football’, features a local Italian team playing a

friendly match. A close-up shot freeze-frames the real ages of the

striker, 82, and goalkeeper, 79, suggesting the expected longevity of

Olivio eaters.



‘Hand down’ was written by Bruce Crouch and art directed by Graham

Watson. ‘Football’ was written by Roger Beckett and Andy Smart.



Both films carry a commissioned soundtrack inspired by Italian opera and

were directed by Carl Prechezer and Pete Salmi through Rose Hackney

Barber.



Media is handled by Van den Bergh’s roster media agency, Initiative

Media.