“Ignore Poverty” the First Expo Ad
venire, 08/01/2014
Advertisers with a more ethical sensibility have not digested the first Expo commercial. In essence, critics say, it is a communication error because in the 30 seconds that announce the 2015 international exposition in Milan, “Made of Italians,” we see Italian tablescapes and there is no room for the theme of the event “Feeding the planet, energy for life.”
Which prompts reflections not only on the quality of food but touches on the knot of sharing goods on a global scale, the right to food, and food sovereignty. Instead, in the half-minute video, national vices are ironized and only the genuineness of the ingredients and the ability of the Bel Paese to organize banquets and welcome tourists are advertised. But there is no mention of values.
Alberto Contri, president of Pubblicità Progresso, sees a perversion of the original purpose. “The message contradicts the theme of feeding the planet. And the table scene reminds me of Marie Antoinette’s arrogant response: ‘Let them eat cake’. I don’t think it will be broadcast abroad, but if they see it on the other shores of the Mediterranean, it conveys the image of a country always at the table and fuels further illegal immigration.”
“Ignore Poverty” the first Expo ad
