The musica it is much more than an art form: it has the power to evoke intense emotions and to stir up powerful memories. Among the various disciplines of entertainment, it emerges as an artistic form in its own right, but also in combination and support for the others. It has a unique ability to capture moments in time.
In , in particular, the music amplifies the messages thanks to its evocative nature. Create atmospheres and it connects consumers on both a conscious and subconscious level. It is able to satisfy different target objectives of marketing campaigns, captivating the audience with a sound experience that they will be unlikely to forget.
In the 1950s Italian song experienced a particular moment. These are years of change for music and . In ’51 a young woman Nilla Pizzi vince it 1st Sanremo Music Festival con Thank you for the flowers. Carosello was born in 1957. The following year, Domenico Modugno changed the way Italians see music forever, with his interpretation of In the blue painted blue from the Sanremo stage.
READ ALSO: Sanremo Festival, five reasons why marketers can’t miss it
As Carosello grew in popularity, music moved beyond mere entertainment and took on the role of storytelling. Today as yesterday, music, through the hits of the moment, is able to give a cross-section of society.
Franco Cerri, testimonial for Bio Presto washing machine detergent – 1970s
For the week of Sanremo 2023, we have collected over 10 historical advertisements that convey the strong link between music and . Carousels and press campaigns of brands that have inspired us over the years and that still today, thanks to the songs and artists, continue to excite us.
Permaflex mattresses Dalida – 1960
In 1960, Permaflex asked Dalida to produce commercials for its brand of mattresses. The young Milanese industrialist who owns the brand liked the singer very much, so Dalida became one of the first music stars to appear in commercials.
Talc Borate Colgate – Wilma de Angelis – 1962
A very young one Wilma De Angelis in 1962 he lent his face and his grace to the of the branded borated talc Colgate.
Algida – Rita Pavone – 1963
The of the ice cream brand in perception that sees Rita Pavone dance and sing along with his friends. This is the press campaign for the 1963 carousels.
Galbani – Jonny Dorelli “Trust Me” – 1966
How not to mention the carousels that Johnny Dorelli ran from ’64 to ’68 for Galbani with the slogan “Galbani means trust”.
Having become the face of the brand for three decades, in this video he offers himself as a guide to a group of female tourists, but the women don’t trust him. Then he tries his hand at what he does best: sing:
Mina and Caroselli Barilla – 1965
Mina she is the most present singing interpreter in Carosello, in twenty years she has shown off looks, repertoires, situations resulting in a real forerunner.
The first campaign that Mina, already at the peak of success, creates for Barilla is directed by film director Valerio Zurlini. In each carousel Mina sings a different song.
At the end of the song, Mina advertises Barilla by stroking the range of pasta packages with her hand: «B is for good cooking. A touch of haute cuisine in simple everyday dishes».
READ ALSO: Barilla renews its Historical Archive: 145 years of history of communication
Algida crunchy – Patty Pravo – 1967
The press campaign (super colourful) in support of the carousels in perception with testimonial the “girl of the Piper” Patty Right.
Agip – Raffaella Carrà – 1971
A few years later Raffaella Carrà is the protagonist of some advertisements Agip. The legendary showgirl dazzles audiences across Italy in a 1971 Carosello.
A timeless classic of Italian television such as the Tuca Tuca is combined with the ad “At Agip there is more”:
Tortiglioni Barilla – Massimo Ranieri – 1972
Later also Massimo Ranieri becomes the protagonist of some advertisements Barilla. In all the Carousels of the series, the artist tells a story or an episode that happened to him in his career and which for him was a real “trial by fire”. Each memory is linked to a song. In this video he sings Redheads in his Naples:
At the end of the piece, he goes to the kitchen where the Barilla pasta is almost ready, the only one that can withstand the fateful test of fire, that is, double cooking in water and in a pan, over a high flame.
Fiesta Snack Ferrero – Rich & Poor – 1975
In the 70s Ferrero hires i Rich & Poor to voice your ads. The band together with the Gigante Amico, already the protagonist of others commercial of the group, interpret the carousel of Fiesta Snack.
Amaro Jägermeister – Sergio Endrigo, Severino Gazzelloni and Nilla Pizzi – 1975
Jägermeisterthe German amaro with taste and wit to spare, was launched in Italy in the 1970s with an extravagant campaign full of jokes.
Among the protagonists to pronounce the slogan “I drink Jägermeister because …” we find Sergio Endrigo, Severino Gazzelloni e Nilla Pizzi. No wonder people have gradually grown fond of this iconic herbal amaro over the years.
Felce Azzurra – Ornella Vannoni, Loredana Berté – 1986
A few years later, when Carosello had faded for almost a decade, Ornella Vanoni e Loredana Berte, symbolic voices of the 80s, fully enter the history of Italian . In 1986 they both became ambassadors of the magical moment dedicated to the signed bath and relaxation Paglieri Blue fern.
