Pesaro, August 26, 2026 — First Raffaella Carrà, then Lorella Cuccarini, but not only them, there is also Laura Pausini, who last week visited Valter Scavolini and his daughter Fabiana right at the Chiusa di Ginestreto factory. The advertising history (photo) of the Pesaro brand of kitchens, living, bathroom and other environments passes through some of the most recognizable faces of Italian entertainment, who for years became protagonists of commercials that remain in the collective memory. A choice that has accompanied the evolution of the Marche brand. Let’s look at the famous commercials.
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“The most loved by Italians” is born with Raffaella Carrà
It is with Raffaella Carrà that one of the most famous chapters of Scavolini advertising is born. The showgirl became the testimonial in 1984, remaining linked to the brand until 1987. The commercials play on her enormous popularity and her ability to bring the kitchen into the daily television life of Italians.
In one of the videos, Carrà presents the kitchen with her characteristic direct tone, while in others she shows different models of the company, even performing small dance steps. It is precisely with her that the slogan “The most loved by Italians” takes shape, destined to become one of the most recognizable advertising claims of the decade.
Lorella Cuccarini dances in front of the kitchen
The baton is picked up by Lorella Cuccarini, the face of Pippo Baudo‘s shows, who in 1987 became the new face of the campaign. Here too music plays a central role: the commercials are accompanied by “L’amore è“, her hit of the time, transformed into the advertising jingle.
In one of the videos Cuccarini dances in front of the kitchen, while others depict her in a family setting, among home, children, and everyday moments. There is also the Christmas commercial, in which the showgirl sends greetings together with some children. Particularly curious is the one dedicated to the “Raffaella” kitchen, a tribute to the previous testimonial.
Carlo Cracco surprises the audience: Scavolini is no longer just kitchens
In 2016 Scavolini changed tone and chose Carlo Cracco. The idea was precisely to surprise the audience: the chef, inevitably associated with the stove, appears in the bathtub. From there starts a commercial that takes him through bathroom, living, and kitchen, telling a Scavolini no longer tied only to the kitchen environment.
In a second video, Cracco returns home after work and leaves aside the public persona to find his private dimension. The collaboration continued also in 2019 with “MIA by Carlo Cracco“, a project born from the collaboration between the chef and the company for a kitchen inspired by the needs and tools of professional catering.
With Camihawke the focus is on a younger and smarter target
The most recent communication has also looked at a younger audience and digital languages. Camihawke, stage name of Camilla Boniardi, famous Italian content creator, influencer, and writer, was involved together with Cracco in the project “Nella mia…”, a program sponsored by Scavolini broadcast on Rai 2. A formula different from the classic commercial, in which the product enters the story and daily life of the protagonists, bringing the brand out of the traditional advertising format.
Laura Pausini, the popstar who simply returns to being Laura
Another big name is precisely that of the already mentioned Laura Pausini, who became the official testimonial in 2025 for the international campaign “VIVIMI“. Here the commercial starts from the end of a concert: Pausini greets the audience, leaves the stage, and reaches the dressing room. But the real transition happens when she enters her home, where she finds a private and family dimension. The narrative thus crosses kitchen, living room, walk-in closet, and home gym, transforming the house into the place where the popstar simply returns to being Laura.
Languages and eras change, but the goal remains to enter Italian homes
From Carrà to Pausini, in short, the eras, languages, and even the environments told have changed. But the strategy has remained: entrusting the Scavolini home to characters capable, even before selling a product, of entering Italian homes.
Raffaella Carrà, Lorella Cuccarini, Carlo Cracco, Camihawke and Laura Pausini have been over time the testimonials of one of the most iconic television commercials
