Dominic West Plays an Over-Dramatic Dad in U.K. Spot for Pasta Sauce Brand Dolmio

From 'The Wire' to Spaghetti Bolognese

By Alexandra Jardine. Published on Aug 18, 2017

Editor's Pick

Dominic West, star of "The Affair" and "The Wire," plays an over-dramatic dad in a new U.K. spot from Dolmio, the Mars-owned pasta sauce.

In the first spot in a new campaign for the brand taglined "No Drama," West plays a father who's playing a somewhat violent-looking video game with his son as the mom prepares dinner. When she says it's ready, he launches into a dramatic, film trailer-style monologue about the importance of reaching the next level of the game. However, mom brings him back to earth by announcing that it's spaghetti bolognese, and the family comes eagerly to the table.

The spot, by AMV BBDO, was directed by Gary Freedman at Independent Films and is running on primetime U.K. TV.

It is a departure from Dolmio's previous long-running campaign which featured an Italian family portrayed by puppets. Clarence Mak, global chief marketing and customer officer, Mars Food, says in a statement: "This campaign stems from what we know about families -- sometimes dinnertime can be the most stressful part of the day. We wanted to show the power of our brand -- a delicious, tempting meal can bring every family together."

The ad is not West's first foray into commercials: he played the explorer Ernest Shackleton in Burberry's Christmas campaign last December.

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Aug 18, 2017
Global Chief Marketing:
Clarence Mak
Customer Officer:
Clarence Mak
Global Battlefield Director:
Armando Reyes
Marketing Director:
Clare Dawson
UK Marketing Manager:
Ian Nundy
Creative Director:
Alex Grieve
Creative Director:
Adrian Rossi
Diccon Driver
Art Director:
Alan Wilson
Agency Planner:
John McDonald
Agency Account Man:
James Drummond
Agency Account Man:
Jonny White
Agency Account Man:
Georgie Dale
Agency Producer:
Sophie Honour
Agency Producer:
Frankie Burwell-Wright
Media Agency:
Media Planner:
Alison Harper-Quinn
Media Planner:
Alexandra Frost
Production Company:
Independent Films
Gary Freedman
Adam Saward
Post Production Company:
The Mill
Audio Post Production:
Grand Central Studios

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