The renowned actor has 48 hours to decide if he’ll accept a deal to promote the gastronomy summit in exchange for the most exclusive tasting menu ever created.
In an initiative by Madrid Fusión-Alimentos de España, Robert De Niro is the protagonist of a video that the most important gastronomy summit in the world has made to promote its 19th edition to be held at IFEMA (Madrid’s Fair and Congress Centre) on the 31 May, 1 and 2 June. The renowned actor must decide within the next 48 hours if he’ll accept this deal to promote the summit in exchange for the most exclusive tasting menu ever created.
In the video, premièred during the presentation of Madrid Fusión-Alimentos de España 2021, Madrid Fusión’s American lawyer addresses the famous actor – the star of films such as The Godfather, Raging Bull and Taxi Driver – and tells him that his clients, the organisers of Madrid Fusión, “take food very seriously.” They suggest an idea to De Niro – to promote the summit in Madrid for free in exchange for a tempting offer: to enjoy a tasting menu cooked by the five greatest chefs in the world “for you and only you.” These chefs – who all appear in the video – are Joan Roca, Martín Berasategui, José Andrés, Mauro Colagreco and Quique Dacosta, and address the two-time Oscar winner who has starred in over 100 films throughout his career.
In the video, the lawyer for Madrid Fusión-Alimentos de España explains to Robert De Niro that the organisers of the summit are fully aware that he “usually commands a sizeable fee to do a job such as this,” but that they can’t pay him anything, because they “don’t have any budget, zero, niente, nothing zilch...” He states that instead, “we can make you an offer you cannot refuse; the most upscale, once-in-a-lifetime experience single-crafted only for you.”
“Robert, we are going to cook an experience,” says Joan Roca from his kitchen at El Celler de Can Roca, “that will feed your mind and your soul, but fortunately not your wallet,” adds Mauro Colagreco from his restaurant Mirazur (Menton, France). “You will be the only one on Earth that will know what heaven tastes like,” continues José Andrés from his home in Washington DC. “That’s never been done before,” declares Quique Dacosta from his eponymous restaurant, before Martín Berasategui ends the video from Lasarte with his famous “Robert, garrote!”
Following the appearance of the five cooks, the lawyer for Madrid Fusión-Alimentos de España then asks Robert De Niro if he’ll accept this dinner of a lifetime: “Just be yourself. No acting, no scripts, you won’t have to be energetic because you won’t be selling cars. Not even becoming a hipster or a mobster again. You will actually like what you advertise.”
An impersonator in the role of a young Robert De Niro, looking like the actor in his starring role of Travis Bickle in Martin Scorsese’s Taxi Driver, then says, “Yes, I’m in!” Madrid Fusión’s lawyer adds a final touch of drama, “The offer has a deadline: 48 hours.” If, after that time, the real Robert De Niro hasn’t replied, the organisers of the gastronomy summit will make the same proposal to other talents. “We’re pretty sure there’ll be quite a few people interested in getting your role. So, think about it carefully.” A bearded gentleman studying the offer remarks, “This tasting menu is invaluable.”
This morning saw the start of a campaign on social media showing the video and presenting the offer to Robert De Niro. On Wednesday, if he hasn’t accepted the deal, the offer will be open to other celebrities to put their names down. “My advice, listen to your gut...don’t listen to your accountant. Here’s the contract ready to be signed.” The last words the lawyer utters in the video are: “The ball is in your court now.”
Any celebrity ready to accept this deal to enjoy this truly out-of-this-world tasting menu should sign up here firstname.lastname@example.org. A single lucky diner will be chosen.
This ad campaign, created by Leo Burnett Madrid and produced by Attic Films, was directed by César Conti and the leading role was played by Larry Tales. Leo Burnett is supported by its Chicago and Mexico offices to give this campaign broader international reach.