Italians have consistently thought up *everything* from oh, I don't know, the discovery of the New World, to the fax, the telephone, right up to the Google search engine, but then lost it when some clever marketeer took it up a level, declared native Americans, Indians, and just went with it. Ask Galileo. Heck even the popes were in France for a time.
If I've said it once, I've said it a thousand times...Italy is seriously marketing challenged. After all, these are the folks who gave us Malpensa (ill thought) Airport and Soffass toilet paper, the likes of which always puts a smile on my face. So lately, traveling a whole lot up and down the gorgeous Italian highways criss-crossing the boot like lovely laces (which, I might add, would put any roads to shame the world over), I can't help but be perplexed by the road signs on every digital board brought to you by the Road Guys responsible for our smooth rides.
This one reads Drive Safely. But sometimes they invite you to go online (whilst commandeering your vehicle at 90mph?) to check out road conditions - which would be seriously messesd up if you took them at their word, started searching the web, and ended up rear-ending the truck ahead of you. Inevitably, you are gifted with a Fasten Your Seatbelts sign when in fact, 5km up the road there's an accident and you just blew by the only exit that would have mercifully allowed you to avoid it. But I digress.
During my umpteen years of driving around the peninsula, nearly every time I see the ANAS logo up above, I get a mini panic attack. That logo (again, at 130 km/hr) looks to me like a car on fire every time I whiz by it. In fact, it tells me there's an entire line of cars on fire in a mass brush fire, just as I plunge headlong into the upcoming tunnel.
Coming face to face with this dot matrix logo is always a good way to get the adrenaline going on long drives. But, taking a closer look (when you're home and online...not calling it up on Siri while careening a curve) and the logo isn't so bad after all.
I'm guessing that it represents Mercury's helmet speeding down the highway, but not so fast -- that block above is basically our Mercurio stumbling to a complete stop in order to pay the extortionate tolls. Or, it symbolizes the long rest he'll take at the rest stop after miscalculating on gas and a glass of water at 1pm, feeding time for the entire country. My personal favorite is that it's Mercury looking for toilet paper.
I play this guessing game in my head just like back in the days before devices were a common feature on car trips...You had to spot the first cow / farmhouse / diner there from the back seat.
For everyone who will be sitting in traffic on their return from the August exodus, well, count this as a marketing freebie. So, thank you ANAS for the graphics. But I'm just wondering how I'll ever come to know when a car is up in flames just around the bend.