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TEAM
CREATIVES:
Dan Panaitescu - Group Creative Director
Dana
Cavaleru - Copywriter
STRATEGY&RESEARCH:
Sorin Psatta
CLIENT SERVICE:
Catalina Cernica, Mihaela Teodor
A/V PRODUCTION:
Eugen Stanescu
PRODUCTION HOUSE:
Carlo Production
DIRECTOR: Enrico Satta
DOP:
Stefano Bini
SOUNDTRACK: Yama Studio
SCANDIA:
Sorin Bozdog – Commercial Director
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Once upon a time there was a traditional pate in Tara Romaneasca called Pate Sibiu, that had a new label and wished by no means to star on TV.
It's a postmodern story. The VO speaking seems to be talking in folk verse but some of the words denote to terms that are specific to the consumers' society: for example, "packed". The whole story takes place in a Romanian household (old theatre background) and the actors play so vividly that suddenly one of the actors pops in from behind the walls (and not from the character) on which the whole display represents The Thief. Dressed up in his rehearsal ragged clothes, he furtively steals a toast with pate.
The music theme comes from Marginimea Sibiului, but it is reinterpreted and following both the course of the story and the bow of the violin (like in the silent movies that had the musician playing in the theatre hall).
The postmodernism has reached each and every mechanism of the spot, and it is its fault for turning around the wheels and making them go out of order. The postmodernism was so naughty that we got all swollen and stuck in the packaging machine to that sense that one couldn't tell a client from a creative, a painter from a musician.
We were on the fringe of getting wrapped up with the label on, when the violinist had the umbilical bow broken, dipped his fingers in rosin, and tied it up on one of the chords. That's how the TVC came to life.
Now one should play the credits expressing all our thanks to Gopo, Dan, Mitica, Lulciuc, Mihai, Arthur, Eugen, Enrico, Stephano and to their families that brought them to life.
If you are curious to know about the comic part, we've registered one piece accountant that couldn't understand why she had to hire /pay a skater for a TVC for pate (she was thinking about triple lutzs in skating and not about the patina used for ancient theatre settings).
And, eventually, for any good story should have a happy ending:
"There we mounted in the saddle
And we started our travel."
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