In 1957 Rai, the Italian public service broadcaster, wanted to develop a new format and air advertisements to its audience, so it decided to launch Carosello; a television series entirely dedicated to commercials.
The series was an instant, smashing success.
Back then Commercials were modelled on theatrical sketches and were also accompanied by the sound of trumpets and mandolins.
The curtains would magically go up and the actors come out on the stage.
The first words they pronounced were always to be repeated at the end of the show to advertise the product , but people more often than not were puzzled because it didn´t seem to make any sense at all.
Carosello began in 1957 and ended for good in 1976.
It was always aired at 8.
50 p.
m and every commercial lasted 135 seconds.
Children would eagerly wait for it and then go to bed at nine o’clock when the show ended.
Many Italians feel still nostalgic about it.
It reminds them of happier days; of an era now gone for ever.
On the whole, Carosello was a source of creativity and many directors and artists drew their inspiration from it.
The great Italian singer Mina that you can see in this video was hired to do a Barilla commercial! After all many celebrities appeared on the show and got their place in the sun thanks to it.
Now – time for you to switch on the button and enjoy Mina singing among mounds of….
spaghetti and tagliatelle!