When it comes to the concept of family, Italians are highly polarized. On one side, there are those defending the integrity of the traditional family, and on the other side, there are those promoting the freedom to have whatever kind of family you like. Meanwhile, all families depicted in advertising look the same: happy and united. Therefore, when we decided to air this 2-minute TV film featuring a divorced couple and their little daughter's attempt to bring them back together, we knew it would create a buzz. And it did! The ad generated 136,000 mentions and 2.5 million interactions within the first 48 hours. The hashtag #esselunga was N.1 trending topic on Twitter/X for 4 days in a row, making it arguably the most talked-about ad in Italian history.

When it comes to the concept of family, Italians are highly polarized. On one side, there are those defending the integrity of the traditional family, and on the other side, there are those promoting the freedom to have whatever kind of family you like. Meanwhile, all families depicted in advertising look the same: happy and united. Therefore, when we decided to air this 2-minute TV film featuring a divorced couple and their little daughter's attempt to bring them back together, we knew it would create a buzz. And it did!

The ad generated 136,000 mentions and 2.5 million interactions within the first 48 hours. The hashtag #esselunga was N.1 trending topic on Twitter/X for 4 days in a row, making it arguably the most talked-about ad in Italian history.