Those Italians love their cheese

Those Italians love their cheese

I saw this on a cooking blog the other day and now Amy links to it, so now I must link to it as well. This is an Italian TV ad for Parmigiano Reggiano cheese (“the indisputed king of cheeses” and not that pre-grated stuff in a green can).

You will not be able to get this song out of your head, unless perhaps you listen to “Downtown” by Petula Clark, which apparently has stronger earwig power because it chased out the “Pa-pa-pa-pa-pa-Parmigiano” jingle when I watched “Lost” this week.

Amy asks, “why is it necessary to advertise Parmigiano Reggiano in Italy?” Sadly, younger generations are losing touch with their roots and many of them don’t understand that the real thing is better than sawdust in a green can.

I also think that they could run that ad in America unchanged… not translated or anything, just like that, although I don’t think there’s an ad agency bold enough to do it. But the Italian language, the dancing veggies and pasta, the song, the whole thing touches on the American love of all things Italian, especially the food.

Finally, I don’t know what’s more disturbing: the little pieces of cheese in bad wigs that look like Jeff Daniels in “Dumb and Dumber” or the giant disembodied hand (of God?) grating cheese over the world. Although that’s one miracle I’d love to see.

Written by
Domenico Bettinelli
5 comments
  • Thanks!  Very cute video!  You are right—it could be aired “as is” in the US.

    I will pass it on to all the Italians in my life:  my wife and her family, my daughter’s boy friend, my brother’s wife. And my father-in-law will pass it on to all his buddies.

  • Although that’s one miracle I’d love to see.

    I can just see Dom in the desert complaining about the manna…“Enough of this wretched food! Give us cheese! wink

  • Good thing they were Hebrews and not Italians in the desert:

    “Moses, this manna is okay stuff, but could you ask about getting a little sprinkle of olive oil and cheese and a hint of garlic. Then it would be something!”

  • I’ve seen this a few times, and I love it!  I thought the same thing when I saw it, air it as-is here in the states.  It doesn’t matter that we can’t understand the Italian lyrics.  In fact, I think that adds to it.  After a few months, that jingle would be as recognizable as any out there.

  • “…or the giant disembodied hand (of God?) grating cheese over the world.”

    Of COURSE it’s God’s hand.  Where in the world do you think parmesan this good came from?

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