Gran Pavesi2026 — Works

Valeria Sechi, Italian grey hair model and pro-age endorser, is in the cast of the new TV commercial by Gran Pavesi, one of the best-known Italian brands of crackers and baked snacks. The "Se li apri, non li chiudi più" campaign (Once you open them, you can't close them) tells, with a touch of irony, a situation everyone knows: once you open a pack of baked Sfoglie or Sfogline, it's impossible to stop. In the commercial Valeria plays an elegant manager, in a white shirt, black waistcoat and bold-framed glasses, who tries to resist temptation by asking for the pack to be taken as far away from her sight as possible: "Più lontano!" ("Further away!"). Alongside the TV commercial, the campaign includes a vertical cut for the brand's social channels.

For Valeria this is a new acting role in a TV commercial, following the TV campaigns for Vichy Neovadiol with actress Maria Amelia Monti, Penny "Forever you 50+", Audionova and Lemonsoda, and the role of Ottavia in the short film Vanitas. Choosing an over-50 face with natural grey hair for a major food brand confirms how Italian advertising is broadening the way age is represented, bringing authentic, contemporary characters to the screen.