We have certainly all seen the video made for the Ministry of Tourism that has sparked a lot of chatter. The campaign in question is called “Open to Wonder,” made precisely to promote Italian wonders and show them to the rest of the world. It was created by the Armando Testa agency, which used the beauty of 9 million euros as a budget.
The video shows landscapes, Italian monuments, hospitality, art, moments of serenity in company. “This is basically what we Italians do best. Always marvelling and make others marvel.” The chosen logo is a window that opens wide with Italian colours but the real protagonist of the video is another. The real protagonist is Venus, from the painting by Sandro Botticelli. A Venus revisited and modern, in fact she is a virtual influencer that you can find on all social as @venereitalia23. “Worldwide renaissance icon and Italy lover. Content creator and testimonial” is how the goddess of love and beauty calls herself on her Instagram profile with already 30k followers.
As soon as the video was posted, a gap opened up between negative comments and appreciation. Much of the feedback has been negative, with many people thinking it is a ridiculing of the Italian image and finding the ugly and sloppy execution that make the video cringe, as we Millennials would say.
“The centrifugal force with which Botticelli is turning in his grave would be enough to produce enough energy to light up the entire country for years.”
Others, on the other hand, were pleased upon seeing the video because they considered it modern and impactful, especially considering that it is addressed primarily to a foreign and overseas target audience that might feel particularly engaged and entertained.
“I may be unpopular, but I really like this ad campaign. I find it brilliant!”
What do you guys think? Did you like it?
