While the world is worried for nuclear attack in North Korea, in U.S.A. hurricanes devastate countries and Ryanair suddenly changed the carry-on baggage policy, in Italy we are hurt by the Buondì commercial. Is it politically incorrect? For sure it’s incisive.
What’s the power of advertising? Persuasion, participation, debate. And it doesn’t matter if the commercial is not so true or far from the reality, what really counts is to influence the consumers. We can say that Motta, thanks to the Buondì commercial, hit the nail on the head. The current polemic has arisen because of the asteroid that hit the unbelieving mum. Her fault? She denied the existence of a light and tasty breakfast. Same destiny for the dad that, because of his skepticism, suffers the revenge of the sky. So, the daughter is without food and probably not so much shocked.
It supposed to be an ironic commercial and became a national issue. Child care organizations, scandalized parents and even VIPs said their opinion. And so, the rapper Fedez, shared his viewpoint. He posted Instagram Stories in which he defined the Buondì commercial cruel but worthy of defense.
People talk about it, controversies catch on fire. Motta marketing department says thanks and calculates the return on investment. It was born as a normal commercial and became viral. I don’t like Buondì but it may be better if I try it again!
Being unconventional caused a stir.
No happy families, no smiling mums that clean dirty floors. The last time that snacks have been protagonists, it was because of the palm oil, but that’s another story. How many times are commercial incorrect and fake? The effervescent suppository, Mr. Buonaseeeera, Banderas and the hen, Giovanna paints the bird cage dressed in a sexy mini-skirt, Rocco eats chips and so on. Who cares if the Buondì commercial is considered inappropriate, it’s already immortal. May an asteroid hit me if this commercial will be cancelled…nevermind, it’s better to keep quiet!
Vanity, narcissism, attention-seeking behavior. Vices? Maybe. Weaknesses? Probably. The desire to stand out is innate. Often also shy people use their silence to catch the attention of the rest of the world. But the longing to be noticed can go beyond and become a spasmodic celebrity research.
In the era in which everybody have the opportunity to create their own showcase and make it bright and sparkling like an everlasting Christmas, there’s the space for the prophetic statement by Andy Warhol «in the future, everyone will be world-famous for 15 minutes». Andy’s future is our present or even our past. And minutes, unfortunately, are more than fifteen. Internet, social networks and television too are used by celebrity, an abstract but powerful entity, to seek its victims.
Getting recognized on the street, being called VIPs, being stars. These aims are empty but are filled up by thirst for money and success, a sort of success that many times doesn’t exist or is so evanescent to vanish completely.
Starving to death was and is a problem for many people but nowadays people die also because a lack of fame. What could you accept to do just to taste the public acclaim? A flavor that is sweet at the beginning but can become bitter. A not well-run fame easily brings towards moral and material failure, from hero to zero.
Could you deny your dignity to be considered famous? I apologize for the examples I’m going to use, they’re effective. Let’s think about Gemma from Uomini & Donne, a seventy-year lady that built her character based on public humiliation, tears and insults. Let’s think about those VIPs that no one remember, those ones that don’t accept their status and haven’t the nerve to admit they’ve never been celebrities. Maybe someone has moments of glory, but time passes and is ferocious. And so, they decide to attend TV shows like Celebrity Survivors and fight for a cup of rice, the most primitive nature arises. Little lifeless stars that don’t shine on its own and need spotlights to be sparkling.
Also common people die because a lack of fame. Those people that to get a framing on TV are ready to argue for a seat close to the video camera, those ones that create an Instagram profile and add official close to the name (who wants to steal your identity?), those ones that invent fake news, those ones afflicted with mythomania. Celebrity Olympus is craved by many people but is just for few. Beautiful, shining and immortal fame is exclusive. Then there’s the rest, the weak notoriety that makes you transparent and in the end doesn’t leave either a vague recollection of you.