Trend of the year confirmed: for Media World once again the best-selling products are those linked to smart working and small kitchen appliances

Milan, 19 November 2020 – After launching the first Black Friday, lasting three weeks, MediaWorld is continuing the campaign created together with Elio e le Storie Tese. The second episode featuring the stars with new surreal gags is now on air.

This year MediaWorld has decided to meet the needs expressed by Italians by offering discounts for a longer period, giving customers more time to decide what to buy and find the promotions most in line with their needs, whether online or in store in all safety.  Already in the first week of Black Friday, MediaWorld saw the trend recorded throughout 2020 confirmed: even in this period, customers have purchased more products for smart working and small appliances for preparing food at home.

The new way to buy is featured in the creative campaign, developed in collaboration with the Armando Testa Group. They have created Mediaworld’s BLACK FRIIIIIIIIIIIIIIDAY, entrusting a testimonial like Elio e le Storie Tese with the message.

The ads actually start off with the idea of extending Black Friday, turning it into MediaWorld’s BLACK FRIIIIIIIIIIIIIIDAY, taking advantage of the singing skills of Elio e le Storie Tese, who are famous for their unforgettable performances and the enormous vocal range of their front man.

In the first episode viewers had the chance to see Elio, Faso and Cesareo get up on MediaWorld’s BLACK FRIIIIIIIIIIIIIIDAY stage, dressed in eighteenth century clothes with contemporary musical instruments to let out a long long tenor solo with unexpected consequences. 

Instead in the second episode, now playing on radio and TV, Elio e le Storie Tese are grappling with 70s dance music.  We actually see them with their thick hairdos and bellbottom trousers getting onto the stage to stretch out BLACK FRIIIIIIIIIIIIIIDAY with Elio’s virtuoso vocals, in such an over-the-top performance that everyone is amazed.

The commercials were produced by Little Bull Studios and shot in smart working. Elio, Faso and Cesareo were actually directed thanks to a videoconference with the director and recorded their parts without leaving home using the equipment provided by the production company.

The TV and radio campaign were planned in collaboration with Dentsu Media Aegis and has an even stronger communication plan than the first episode. It will be on air from 18 to 30 November.

Social media and digital channels will also see ad hoc programming with a series of original contents created by Planning on digital touchpoints is by Mediaplus.


Agency: Armando Testa Group

Creative direction: Georgia Ferraro, Nicola Cellemme

Creative team: Andrea Dell’Osa, Lorenzo Blangiardo

Production Company: Little Bull Studios

Director: Augusto Storero

Post Production: Band


We are the biggest Italian communications group in the world, with offices in Turin, Milan, Los Angeles and 14 offices in Europe. We are crazy about ideas since 1946.

Follow us