Zafferano presents a new advertising campaign dedicated to Poldina, the original cordless lamp that has transformed the way we light up our everyday spaces.

The TV commercial tells the story of a day full of motion, laughter, and togetherness: small moments of happiness illuminated by a light that follows people everywhere. In the film, Poldina is “the faithful companion” that brightens both indoor and outdoor spaces, from morning to night. More than a functional object, it’s a symbol of joy, conviviality, and that lightness that makes everyday life feel special. A cheerful soundtrack highlights the lively rhythm of the story, rendered in a Mediterranean, cinematic style. With summer and winter scenes, Poldina embodies a “joyful living” that lights up life all year round. A 60-second version of the video is available on YouTube.

The campaign runs through the final part of 2025 with a dual goal: to strengthen consumers’ association between portable lamps and the Poldina model—confirming Zafferano as the leading brand in the cordless lighting segment—and to support sales ahead of Black Friday and Christmas. The media plan includes 424 airings of 15” and 20” commercials between November 16–25 and December 7–20, 2025, on Mediaset networks with premium placements in prime time on Canale 5, Rete 4, and thematic channels such as Tgcom24, Cine34, Iris, and Twentyseven. The spot will reach over 22 million viewers, with an average frequency of more than four views per person.

The print campaign (featured in Vanity Fair, Wired, and Veneto Magazine) mirrors the TV concept: as in 2020, a behind-the-scenes photo captures Poldina in an unexpected, playful situation, symbolizing the values we associate with portable lamps: freedom, dynamism, and versatility.

The commercial was conceived and produced in Ischia by Megapix, with photography by Nicola Zorzi. Through this campaign, Zafferano renews its invitation to embrace joyful living: because Poldina doesn’t just light spaces: it lights up life’s meaningful moments.