Ads I Wish I’d Ever Been Drunk Enough to Make?
Happy Friday, here’s an absolutely batshit Italian commercial for Italian breakfast snack Buondì Motta from 2017.
Do you have to speak Italian to appreciate it? Nah. You just need to know the little girl with the little bow in her hair has asked for a light but inviting breakfast that can combine her desire for lightness and delicacy, and her perfect mother in her perfect pearls arranging a perfect breakfast in a beautiful garden insists that kind of breakfast doesn’t exist. “Might an asteroid hit me if it does!”
Apparently, this ad has been mad wicked controversial, which is a mystery to me because I see nothing to be controversial about. The ad totally is what it is. There’s no available controversy in an absurdist ad that has no other message than “this product exists,” in the most ridiculous way possible. “The ad went too far!” No shit, Brenda. “Nobody, not even someone with a great sense of irony, could smile at the mother burned down by the asteroid.” Citation needed.
Alessandro Orlandi, CD at Saatchi&Saatchi (natch), said in an interview that Motta wanted to “rail against the idea of family that’s been shown on TV so far.” Sure, Ale. Or maybe you just thought an unrealistically perfect family would be funnier to blow up with an asteroid than a more real-to-life family. But I get it — I, too, have been forced to come up with deep-sounding rationales for ads that were 100% just a blast to make. (Pun not intended, but it’s staying.)
Anyway, if you hated that one, you’re going to love the sequel.
Happy Friday!