Waste in Naples: can “Pubblicità Progresso” be self-celebration?

by Redazione

A woman submerged by rubbish, representing the city of Naples, is cleared by some people, who symbolize the Italian government: this is the Tv ad “Napoli. Bella ieri, bella oggi, bella domani” (“Neaples. Beautiful yesterday, beautiful today, beautiful tomorrow”), sponsored by the Presidenza del Consiglio dei Ministri and Pubblicità Progresso, on air on main Italian televisions until April 11th.

As usual in Pubblicità Progresso’s adverts, the story is very simple, since it must reach a wide audience. The tone alternates different phases: there is a beginning dysphoria in black and white, then colours underline the renaissance of the city. Acting wants to emphasize the style of some actresses symbol of Naples: it is clear the reference to Sofia Loren, who recited in "Yesterday, Today, Tomorrow," move to which the claim is referred.

Whatever the artistic staging, this advert has roused much controversy about the content and messages it conveys. According to its detractors, in fact, it does not educate Neapolitans to separate waste collection, omits the major damages caused to the environment and the citizens’ health, celebrates the external beauty as a value and, finally, it offends the women and the city itself.

“Pubblicità Progresso” defends itself through its president Alberto Contri: «We see with regret that there isn’t any word on the excellent work we made, nor about the quality of an advert that distances considerably from usual communication, a little rhetoric, and that -invites citizens and visitors to cooperate».
This analysis does not examine the problem of how this ad portrays the woman, that is scorned, according to Valeria Valente, municipal concullor to equal opportunities of the City of Naples. For her, in fact, this kind of advertising affects the dignity of women and has to be considered «an insult to women, as well as a 'revival' of Naples as a 'city of the waste». The Italian Women's Union (Udi) has also issued an alert to the IAP (Institute of Advertising Practice) as the spot would violate certain articles of the Code of Conduct: defames women and Naples by comparing to waste; shows inappropriate behaviours as an answer to the seriousness of the environmental situation, and induces to lower the attention on the territorial robbery, still taking place near the town.

And the questions raised by the advert are yet more numerous. What is the message sent by Pubblicità Progresso (which by its mission addresses issues of public interest), besides that “the problem has been solved”? Is the advert really effective in terms of positive actions that it could encourage: separate waste collection, greater attention to environment and land, etc? Are there most "educational" and less "celebrative" ways to deal with this subject, maybe working with the virtuous realities working in this area?

Meanwhile the ad is whooping up on You Tube ... even if the surfers prefer the funny version of "You blob", which is leading the click ranking.