Bio Presto

Uomo in Ammollo

Client

Bio Presto

When

1978

How

One of the first 30" film

Curtains for Carosello, Spotlight on the
30" Era

In 1978, a year after the conclusion of the iconic Carosello, Filmmaster agency made a bold move by enlisting Franco Cerri, the most renowned Italian jazz guitarist of the time, for the creation of a commercial to promote the BIO PRESTO detergent. This event marked a significant chapter in the history of Italian television advertising, ushering in the era of the "30.
The ingenuity behind the advertising concept and the genuine charm of the protagonist, affectionately known as "The Man Soaked In," proved pivotal for the success of this advertising campaign, leaving an indelible mark in collective memory.

Behind the Scenes

Curiosity from the set

For a long time, it was believed that in the Bio Presto commercial, Franco Cerri was genuinely immersed in a water tank. However, later on, Cerri himself revealed the clever visual trick employed: a play of mirrors. This ingenious solution not only created the illusion of water but also prevented the detergent, once poured, from clouding the image. Although the tank was indeed real, the face of the spokesperson was behind the scenes.