1957 saw the debut of Carosello, a program destined to transform the eating habits of Italians. For two decades, until January 1, 1977, Carosello aired daily, producing 7,261 episodes. Every evening, millions of Italians would sit mesmerized for 10 minutes between 8:30 and 9:00 PM to watch four or more ads—true short films—each lasting no more than two minutes and fifteen seconds.

During these years, Carosello shaped a collective imagination, filled with catchphrases and characters that are still remembered by those who are no longer young. From Nutella's “Jo Condor?” to Doria Crackers’ “Tacabanda,” from Lavazza’s “Caballero and Carmencita” to Pavesini’s Topo Gigio, Italians began to recognize and purchase the iconic products of industrialization in supermarkets.