Sophia Loren in a sequence of Ieri, Oggi, Domani, (Yesterday, Today and Tomorrow) the movie directed by Vittorio De Sica in 1963 and winner of the Oscar for best foreign movie in 1965. The main character, Adelina, attempts to give to one of her children the anti-cough syrup Guaiacalcium. The movie is probably one of the first examples of product placement in the Italian cinema and testifies the popularity of the product in Italy already in the 1960s.