Centered on the idea of tradition, the « Sounds» commercial afferent to the Sibiu Paté describes the values related to the Sibiu area and, implicitly, those related to the Sibiu Paté brand, « Traditional Romanian brand». Dynamic, the commercial presents a pastoral area in which people, surprised in various hypostases of their daily activities, are in a complete consonance with nature.

The commercial was filmed in Mărginimea Sibiului, at Păltiniş and at the Village Museum from Sibiu. This location was chosen in order to emphasise the place of origin of the Sibiu paté, which is recognised for weaving, sheep breading, milling etc. The Sibiu Paté is a product clinging to tradition, which is not only reflected by means of the original recipe, but also by means of the experience and professionalism Scandia Română has been proving for almost a century.

Beside the images which seem to be taken from a fairy-tale, the story of the commercial is equally based on the musical component, contributing to making a commercial which is surprising from its very first second. Edited in a 40 seconds version, the commercial has been broadcast on TV stations beginning with the 1^st of August: Pro TV, Acasa TV, Prima TV, Realitatea TV, National Geografic, National TV, AXN and Discovery.

The filming has been made in two days’ time by the production company, Carlo Production and has been directed by Alexandru Maftei. Adventures were also at hand. Filming the sheep flock, the horses running free, bringing into operation a 300 year old mill were funny moments, which also required a real force summoning.

The Graffiti BBDO team contributing to making the commercial was made up of:
Bogdan Mirică – Creative Director, Diana Cristea – Art Director, Adina Basag – Copywriter, Liviu Isop – A / V Producer, Sorin Psatta – Strategy & Research Director, Claudia Avram – Account Manager.