A while ago I wrote a post about the hilarious (at least, in my mind) reactions of American consumers to two Italian themed marketing campaigns: one by Target for Chef Boyardee, and the other by Häagen-Dazs for a new gelato line. In that post, I joked about how there seemed to be an overwhelming American response that resembled a collective cringing and repulsion when it came to two examples of ads that played up the sexy side of Italy.
Well, if those two made everyone cringe, these may solicit shudders!
Here is a collection of Italian themed ads (mostly directed towards Americans, but also Australia and UK) with a few more gems that I have stumbled across recently. Perhaps it’s just me, but I feel like there’s been a rash of them lately!
When they are all together like this, you can’t help but feel bad for the poor Italians who don’t fit this stereotype but have to put up with it constantly. Of course, if you’re female, you also can’t help but note the genius of the marketing scheme to anglo ladies.
First, there’s the Zesty Italian guy… who isn’t actually Italian himself, but no one cares:
Then there’s this guy… there are no words to describe what you’re about to see… Just watch.:
This is one of a series of similarly themed ads for various gelato flavors that seemed to get people riled up:
This is another Häagen-Dazs one that didn’t make my last post:
Then, there’s this Fiat 500 commercial, where the car comes with your very own Italian family:
It just goes on and on when it comes to Fiat, of course:
Anyone have any more to add to the collection? What do you guys think about these? Unfairly perpetuating Italian stereotypes or cleverly playing on what some view as Italy’s charm?