{"id":15872,"date":"2018-10-09T00:00:00","date_gmt":"2018-10-09T00:00:00","guid":{"rendered":"https:\/\/blog.smarteventi.it\/inspiring-italian-commercials-2018.html"},"modified":"2018-10-09T00:00:00","modified_gmt":"2018-10-09T00:00:00","slug":"inspiring-italian-commercials-2018","status":"publish","type":"post","link":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html","title":{"rendered":"The most inspiring Italian commercials of 2018"},"content":{"rendered":"<hr>\n<p>If there is one thing Italy is famous for, it\u2019s creativity. From <a href=\"\/vogue-fashion-night-popup.html\"><strong>fashion<\/strong><\/a> to food, from art to entrepreneurship, the Italian way is associated with imaginative solutions, unique twists and great visual appeal. You won\u2019t be surprised to learn, therefore, that there is no shortage of superb creativity in Italian advertising. While most agencies currently work on international campaigns and employ international creatives, there\u2019s still something specifically Italian about the\u00a0commercials and campaigns that are targeted to the Italian public. In this post, we will give you a quick overview of Italian creativity by analysing two of this year\u2019s best campaigns and commercials.<br \/>\n<!--more--><\/p>\n<h4 style=\"text-align: center;\">The most inspiring Italian commercials of 2018<\/h4>\n<p style=\"text-align: center;\"><a class=\"mks_button mks_button_large squared\" href=\"https:\/\/en.smarteventi.it\/contact_us.html\" target=\"_self\" style=\"color: #FFFFFF; background-color: #dd9933\" >Call us now to plan the perfect marketing strategy for your brand!<\/a>\n<h3>Fiat 500: Italian creativity on an international stage<\/h3>\n<p>The new Fiat 500X advert is a perfect example of <strong>an Italian brand being marketed internationally and bringing its unique style to a worldwide audience<\/strong>. The first phase of this campaign saw an incredibly well-crafted short movie, that totalled over 32M views on Facebook and Youtube in under two weeks. The advert is a quirky take on the \u201cBack to the Future\u201d theme (with Christopher Lloyd as the traffic warden at the very end), set in 1960s Italy and in modern-day Milan. The advert is complemented by a multichannel campaign featuring posters, printed ads and online ads. This is not the first time Fiat chooses a polished, vintage look for its commercials, nor is it the first time the brand chooses to invest in highly produced short films with Hollywood stars (last year\u2019s \u201cSee You In The Future\u201d campaign, featuring Adrien Brody, was a resounding success).<br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/yCuBSRfuHoc\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3>Pan di Stelle: focusing on sustainability and responsibility<\/h3>\n<p>As we all know, chocolate is one of the most controversial products of our time. While we all love it and some of us profess to be unable to live without it, it is no secret that most of the cocoa &#8211; that eventually ends up in our chocolate-flavoured products &#8211; is grown under less-than-optimal conditions, in plantations that are often harmful to the territory that hosts them and impose unfair conditions or even slavery to those who work them. Barilla\u2019s Mulino Bianco, the brand that produces the most popular chocolate cookies in Italy (the universally beloved \u201cPan di Stelle\u201d), is focusing its latest campaign not on the product itself, but on the positive impact that the brand has on the Countries in which their main raw material is produced. Barilla \u2013 and, consequently, Mulino Bianco \u2013 is a mainstream brand and therefore not generally on the average responsible shopper\u2019s list and this ad is meant to showcase the brand\u2019s active commitment to a relevant cause. This advert\u00a0focuses on the company\u2019s endeavour to use only fair-trade cocoa for its products and to invest in the well-being of the communities that live in the areas of the Ivory Coast where the plant is grown. The video uses a dreamy, fairy-tale-like aesthetic, reminiscent of independent animation movies and, at times, of certain Studio Ghibli atmospheres. The most important thing about this campaign, however, is the fact that it does not focus on the product, its taste, the quality of its ingredients or the act of consuming it, but on the brand and on its positive impact on the world. Whether this is the first step on a full-blown repositioning strategy, only time will tell.<br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/7odlnktYcOs\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3>Conclusion<\/h3>\n<p>These two\u00a0commercials exemplify two different strands of Italian creativity and of the kind of message that is most popular with the Italian public at this particular time. Light-hearted content, as shown by the Fiat commercial, generally benefits from using a retro look and by conjuring up images of a carefree past, with elements of adorable na\u00efvet\u00e9 and reassuring characters. The second\u00a0advert shows us a perfect example of how brands are tackling complex and sensitive issues, by following actions with communication, by participating in actual charity projects and by adopting sustainable practices, and then turn all that to a communicative advantage. Once again, there is something dreamy and childish about the storytelling style, but, as the cartoon turns into real footage of the well and the children, we are invited to consider the actual commitment the brand has shown to that particular cause.<\/p>\n<p style=\"text-align: center;\"><a class=\"mks_button mks_button_large squared\" href=\"https:\/\/en.smarteventi.it\/contact_us.html\" target=\"_self\" style=\"color: #FFFFFF; background-color: #dd9933\" >Need help marketing your brand in Italy? Call us now!<\/a>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content --><!-- AddThis Related Posts generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>If there is one thing Italy is famous for, it\u2019s creativity. From fashion to food, from art to entrepreneurship, the Italian way is associated with imaginative solutions, unique twists and great visual appeal. You won\u2019t be surprised to learn, therefore, that there is no shortage of superb creativity in Italian advertising. While most agencies currently [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><!-- AddThis Related Posts generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":8,"featured_media":15873,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[1407],"tags":[1495,1427,1825],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The most inspiring Italian commercials of 2018 - Il blog di Smart Eventi<\/title>\n<meta name=\"description\" content=\"Here&#039;s a quick overview of Italian creativity, as exemplified by two of this year\u2019s most inspiring and successful commercials.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The most inspiring Italian commercials of 2018 - Il blog di Smart Eventi\" \/>\n<meta property=\"og:description\" content=\"Here&#039;s a quick overview of Italian creativity, as exemplified by two of this year\u2019s most inspiring and successful commercials.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html\" \/>\n<meta property=\"og:site_name\" content=\"Il blog di Smart Eventi\" \/>\n<meta property=\"article:published_time\" content=\"2018-10-09T00:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/italian-commercials.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"730\" \/>\n\t<meta property=\"og:image:height\" content=\"304\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Angela\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\",\"name\":\"Smart eventi srl\",\"url\":\"https:\/\/blog.smarteventi.it\/\",\"sameAs\":[],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif\",\"contentUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif\",\"width\":960,\"height\":340,\"caption\":\"Smart eventi srl\"},\"image\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.smarteventi.it\/#website\",\"url\":\"https:\/\/blog.smarteventi.it\/\",\"name\":\"Il blog di Smart Eventi\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.smarteventi.it\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/italian-commercials.jpg\",\"contentUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/italian-commercials.jpg\",\"width\":730,\"height\":304,\"caption\":\"italian commercials\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#webpage\",\"url\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html\",\"name\":\"The most inspiring Italian commercials of 2018 - Il blog di Smart Eventi\",\"isPartOf\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#primaryimage\"},\"datePublished\":\"2018-10-09T00:00:00+00:00\",\"dateModified\":\"2018-10-09T00:00:00+00:00\",\"description\":\"Here's a quick overview of Italian creativity, as exemplified by two of this year\\u2019s most inspiring and successful commercials.\",\"breadcrumb\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Blog\",\"item\":\"https:\/\/blog.smarteventi.it\/en\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The most inspiring Italian commercials of 2018\"}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#webpage\"},\"author\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#\/schema\/person\/6116445bc3870ad0a32e0b519cb2109e\"},\"headline\":\"The most inspiring Italian commercials of 2018\",\"datePublished\":\"2018-10-09T00:00:00+00:00\",\"dateModified\":\"2018-10-09T00:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#webpage\"},\"wordCount\":782,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\"},\"image\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/italian-commercials.jpg\",\"keywords\":[\"Italian brands\",\"italian style\",\"market your brand in italy\"],\"articleSection\":[\"Smartips\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#respond\"]}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/blog.smarteventi.it\/#\/schema\/person\/6116445bc3870ad0a32e0b519cb2109e\",\"name\":\"Angela\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/a8872ff61642145ea50843b9e1b6b8a3?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/a8872ff61642145ea50843b9e1b6b8a3?s=96&d=mm&r=g\",\"caption\":\"Angela\"},\"description\":\"Publisher and co-founder of the communication agency Fiore &amp; Conti Gbr. She lives and works in Berlin.\",\"url\":\"https:\/\/blog.smarteventi.it\/en\/author\/angela\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The most inspiring Italian commercials of 2018 - Il blog di Smart Eventi","description":"Here's a quick overview of Italian creativity, as exemplified by two of this year\u2019s most inspiring and successful commercials.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html","og_locale":"en_US","og_type":"article","og_title":"The most inspiring Italian commercials of 2018 - Il blog di Smart Eventi","og_description":"Here's a quick overview of Italian creativity, as exemplified by two of this year\u2019s most inspiring and successful commercials.","og_url":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html","og_site_name":"Il blog di Smart Eventi","article_published_time":"2018-10-09T00:00:00+00:00","og_image":[{"width":730,"height":304,"url":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/italian-commercials.jpg","type":"image\/jpeg"}],"twitter_misc":{"Written by":"Angela","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Organization","@id":"https:\/\/blog.smarteventi.it\/#organization","name":"Smart eventi srl","url":"https:\/\/blog.smarteventi.it\/","sameAs":[],"logo":{"@type":"ImageObject","@id":"https:\/\/blog.smarteventi.it\/#logo","inLanguage":"en-US","url":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif","contentUrl":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif","width":960,"height":340,"caption":"Smart eventi srl"},"image":{"@id":"https:\/\/blog.smarteventi.it\/#logo"}},{"@type":"WebSite","@id":"https:\/\/blog.smarteventi.it\/#website","url":"https:\/\/blog.smarteventi.it\/","name":"Il blog di Smart Eventi","description":"","publisher":{"@id":"https:\/\/blog.smarteventi.it\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blog.smarteventi.it\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#primaryimage","inLanguage":"en-US","url":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/italian-commercials.jpg","contentUrl":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/italian-commercials.jpg","width":730,"height":304,"caption":"italian commercials"},{"@type":"WebPage","@id":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#webpage","url":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html","name":"The most inspiring Italian commercials of 2018 - Il blog di Smart Eventi","isPartOf":{"@id":"https:\/\/blog.smarteventi.it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#primaryimage"},"datePublished":"2018-10-09T00:00:00+00:00","dateModified":"2018-10-09T00:00:00+00:00","description":"Here's a quick overview of Italian creativity, as exemplified by two of this year\u2019s most inspiring and successful commercials.","breadcrumb":{"@id":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Blog","item":"https:\/\/blog.smarteventi.it\/en"},{"@type":"ListItem","position":2,"name":"The most inspiring Italian commercials of 2018"}]},{"@type":"Article","@id":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#article","isPartOf":{"@id":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#webpage"},"author":{"@id":"https:\/\/blog.smarteventi.it\/#\/schema\/person\/6116445bc3870ad0a32e0b519cb2109e"},"headline":"The most inspiring Italian commercials of 2018","datePublished":"2018-10-09T00:00:00+00:00","dateModified":"2018-10-09T00:00:00+00:00","mainEntityOfPage":{"@id":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#webpage"},"wordCount":782,"commentCount":0,"publisher":{"@id":"https:\/\/blog.smarteventi.it\/#organization"},"image":{"@id":"https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#primaryimage"},"thumbnailUrl":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/italian-commercials.jpg","keywords":["Italian brands","italian style","market your brand in italy"],"articleSection":["Smartips"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/blog.smarteventi.it\/en\/inspiring-italian-commercials-2018.html#respond"]}]},{"@type":"Person","@id":"https:\/\/blog.smarteventi.it\/#\/schema\/person\/6116445bc3870ad0a32e0b519cb2109e","name":"Angela","image":{"@type":"ImageObject","@id":"https:\/\/blog.smarteventi.it\/#personlogo","inLanguage":"en-US","url":"https:\/\/secure.gravatar.com\/avatar\/a8872ff61642145ea50843b9e1b6b8a3?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/a8872ff61642145ea50843b9e1b6b8a3?s=96&d=mm&r=g","caption":"Angela"},"description":"Publisher and co-founder of the communication agency Fiore &amp; Conti Gbr. She lives and works in Berlin.","url":"https:\/\/blog.smarteventi.it\/en\/author\/angela"}]}},"_links":{"self":[{"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/posts\/15872"}],"collection":[{"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/comments?post=15872"}],"version-history":[{"count":0,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/posts\/15872\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/media\/15873"}],"wp:attachment":[{"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/media?parent=15872"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/categories?post=15872"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/tags?post=15872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}