I had to double-take at Dolmio’s new ad campaign, and I’m sure that’s the point. This World Pasta Day, Dolmio isn’t shouting about flavour, convenience, or family dinners; instead, it’s gone for something far more daring: pasta in the nude. The brand’s new outdoor and social campaign takes a stripped-back look at the humble carb, celebrating what happens when it meets its better half, the sauce.
I’m obsessed with Ikea’s ridiculous new mattress ad, but even that feels tame next to this. The concept is disarmingly simple. Naked pasta, shot like a sultry fashion or perfume ad, the allure of nude pasta becomes a metaphor for incompleteness. The images are provocative, humorous, and oddly elegant. I can’t believe I just wrote that about pasta.
