Advertising in Italy - A Course in Cross-Cultural Living

Seeing that it's awards season, I thought I'd bring one of my periodic Advertising Age round-ups on where Italy stands in communicating their special gifts to the masses. I'm afraid to say that if it weren't for plastering posters all over every single surface in town, no one would pay attention to any of it, really - Even moreso now that they're no longer allowed to show T&A just to sell fruit juice and bathroom fittings. So, here are a few of the most recent adverts to catch my eye and tease my brain:

 

Now, I get this ad, I really do. But that's because I know English. Since I first came to Italy and was old enough to notice these things, Italians putting English script into every ad they make has always behooved and bewildered me. I mean, very few people know all that much English so so well; least of which the now grannies who do most of the food purchasing and cooking. As for guys looking to join the Navy? Maybe. After all, the Italian word, nave - meaning boat - is quite a close match. But I just hope these job applicants aren't thinking they'll be joining a cruise line and get to play laser tag or paint ball in the evenings. 

  

This ad promoting Pope Frank's special Jubilee Year in Rome definitely did the trick in grabbing my attention. Especially in this season that countries - Italy among them - are  engaged in controversial and often heated debates over gay rights and civil unions and all. So while vatican blowhards, spokesmen run off on the abomination that is homosexuality, while getting caught time and again in a host of scandals from pedophilia to, defacto liaisons, well, this image basically drives the point home -- on  bus tickets and posters on all the buses besides. The two popes, cuddling so joyously in a horizontal frame...leaves very little to the imagination.
Personally, I think the genius who came up with this ad is the same guy who thought up the name Soffass for a toilet paper line and entire personal products company. There simply is no other explanation.
 

Make Payments, Don't Make War

I love this company. And their brilliant adverts. In fact, around the world funerary companies are making the most sense (or, given the costs of funerals, the most cents, rather) in their witty ads. Taffo is the gift that makes anyone's morning commute come alive, so to speak. Ikea used to have ads like these, and so did the City of Rome - but both now have a serious sense of humor failure - don't ask me why. But, really? How poor can advertising be when the best ones are for no laughing matter? Regardless, this wins the day along with a lot of their other ones. You decide.