Spirito Tenace
La MolisanaI adapted La Molisana’s Marcell Jacobs spot for an English-speaking audience, preserving the original film’s sense of momentum, resilience and Italian character.
The final English-language master was not supplied, so the original Italian spot is shown here alongside my adaptation.
Credits
Copywriter: Ben McCoy
Creative Director: Christopher Lueck
How is tenacity measured?
Some would count the medals you’ve won.
But that's just the beginning.
First, you must have commitment, dedication, relentlessness.
Heart is the distance between you today and who you’ll be tomorrow.
For me, that distance is 100 meters.
“The Marcell” is born, 100 meters of spaghetti made with an ingredient the whole world envies.
Super/VO:
La Molisana. Spirit of Tenacity.