GIven the PR mess created by Guido Barilla, the CEO of Barilla Pasta with the broadcasting of his bigoted opinions about Lesbian and Gay couples it would be understandable if you thought he was a prude. You might be right. But remember, this is Italy, and looking back at the history of advertising for Barilla Pasta you'll be surprised to discover they made a TV commercial directed by Federico Fellini — centered around a joke about oral sex. Heterosexual oral sex, but still....
Obviously, since Fellini died in 1993, it must have been Guido Barilla's father (or grandfather) who had a more casual attitude about sexuality. But I think it would be good for Guido Barilla to learn from his elders and be more playful and relaxed.
Made in 1984, the spot is hardly an example of Fellini's best work as either a filmmaker or writer/director of TV commercials (yes, he wrote the spot as well as directed it). The spot opens on a couple in a very expensive restaurant. They are being sexually flirtatious with each other as the head waiter explains the menu to them. The woman requests rigatoni, which is used in Itlalian slang to refer to oral sex. And the response from the wait staff is that it will certainly stay al dente, or, uh, hard.
My suggestion to Mr. Barilla is that he remake this commercial — with a gay male couple. And then find the right pasta metaphor for a lesbian couple and make that too.
And yes, here's the spot:
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