San Remo banks on emotions around family and ancestors in festive season ad

Pasta brand San Remo says the secret ingredient to a great meal is family, in a new long-form commercial which attempts to capitalise on the emotions around cooking, the Christmas holiday period, memories of lost family members and time with loved ones.

A 60-second cut of the commercial will premiere on TV ahead of Christmas, while the full-length version will run in cinemas nationally from the new year.

The campaign was developed by Black Sheep Advertising and produced by Kojo.