Brands love to jump on hot trends and viral internet moments, but that's not to say they always—or even often—do it especially well.
So one might be forgiven for doubting that pasta brand Barilla could do right by a wonderful video that has inspired and uplifted millions in recent weeks.
But the brand, and agency We Are Social, certainly did.
Enamored with the megapopular video, which showed two Italian girls playing tennis between apartment rooftops, the brand brought no less than Roger Federer for a surprise visit—and another match atop their buildings.
Listen, I'm not gonna lie. This one made me weepy. Check it out for yourself and see if it has a similar effect on you.
Despite weighing in at nearly 5 minutes, the video is wonderfully charming and shows just how perfectly a brand can build on an unexpected moment of shareable joy.
Also, my fellow ad nerds (that's you, I'm guessing) will remember that the video of the two girls was also featured briefly in Nike's wonderfully edited split-screen ad, "You Can't Stop Us."
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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