Look - I love this ad. Is it kitsch? Yes. It is blink-and-you'll-miss it? Also yes. It is funny as hell once you see it? Incredibly so. Can you unsee it once you do? No, not at all. So what's the catch? Pasta Reggia is "Molto Rahibe" - molto is "too much" and "rahibe" is slang Arabic for "wonderful"... Whomever thought of this must be genius-level copywriting wise. Or rather "rahib/e" depending on their gender.