Pata Chips are promoted in a new TV ad with the tagline “Italian Quality Guaranteed”.

The spot features a man who grabs a pack of Pata Chips and, after opening it a bit, hears Italian music playing.

He closes the pack and the music stops. He then opens it again and realizes that, indeed, the music plays when the package is opened. The song is “Bella Ciao”, which is a track from the late 19th century, originally sung by the mondina workers in protest against the harsh working conditions in the paddy fields of Northern Italy. Over the years, many artists have recorded the song, including Italian folk singer Giovanna Daffini, Herbert Pagani, Mary Hopkin, Sandie Shaw, and Manu Chao. The song has been recorded by various artists in many different languages, as well.

“Pata, Italian quality guaranteed,” the voiceover says at the end of the advertisement, which showcases the Classic Pata Chips and the Metodo Artigianale La Patatina.