Sofidel announced the launch in Italy of a new advertising campaign for Rotoloni Regina, one of the flagship products in its portfolio. The campaign began airing on January 11 and is part of the group’s communication activities in the year it celebrates its 60th anniversary.

Created in partnership with Grey, the campaign adopts a light and engaging tone and introduces a creative concept in which an ancient mummy casually walks through the city center, drawing surprised looks from passersby. Moving to the rhythm of the iconic Bee Gees song Stayin’ Alive, the mummy enters a store with the aim of purchasing Rotoloni Regina, a product well known in Italy for its durability, a characteristic symbolically linked to the mummy’s longevity.

According to Graziano Ferrari, Sofidel’s Director of Media Marketing and Sales, the choice of Rotoloni Regina reflects the company’s intention to spotlight one of its core products. He noted that while Sofidel has traditionally communicated attributes such as quality, innovation, and sustainability with an accessible tone, this new campaign temporarily sets aside the continuous roll concept to present product durability in a fresh, creative, and engaging way.

 

The commercial was produced by Akita Film and directed by Charley Stadler, an internationally recognized director with a career spanning more than 500 commercials and over 200 awards, including Cannes Lions, Epica, and the New York Festival.

The film will be broadcast in a 30-second standard format and a 40-second extended cut across television and online platforms. The campaign will also run on radio, digital channels, and social media, featuring a range of static and dynamic formats tailored to different media.