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Mother gives "The Scoop" on Goodfella’s

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Client: Goodfella’s

Agency: Mother

Goodfella’s is celebrating the authentic Italian values that go into the making of its pizza in a new commercial from Mother, which first aired in the UK on October 15.  

"The Scoop’, is set in a hectic newsroom in Little Italy, New York. An irate American editor is at the centre of the room shouting a request for a front-page story and demanding where his pizza is. A young errand boy arrives, on cue, with a Goodfella’s pizza box and what appears to be a story for the front page; he claims to have seen the face of Maria Sophia in the pizza he’s carrying. A proclamation that brings the newsroom to a halt until he explains that she advised him to eat his boss’ pizza. On seeing the empty box, the editor chases the cheeky urchin out of the room.

Mother London worked with Goodfella’s to create an authentic Italian heritage for their brand. They staged the commercial at the turn of the 20th century, an era recognised for appreciating quality food and traditional family values, to provide a believable, authentic heritage for the brand.

The ad expresses the appeal of food from a classic Italian pizzeria and the spirit it generates. The Italian-American boy running errands for the local newspaper is unable to resist eating the Goodfella’s pizza he is delivering, while the man who it belongs to regards his missing pizza as important as his missing front-page story.
The commercial is supported by press, digital, PR and in-store activation supported by press, digital, PR and in-store activation, all of which bring to life the food and qualities of visually beautiful era.

James Fraser, strategist from Mother said, “Recreating Little Italy during such a classic era was great fun and the light-hearted feel to the ad reflects the brand’s warm and friendly personality.”

Andrew Elder from Goodfella’s said, “We wanted the Italian character we put into our pizzas to be recognised and our food to be appreciated because of this. We think the commercial succinctly and beautifully portrays this, and we are looking forward to the response”.

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