Talented young creatives are finally occupying positions of
responsibility inside Italian agencies, a marked departure from the
past, where a whole generation - those now over 50 - had jealously
guarded creative direction.
It is to them that Italy is indebted for the modest results regularly
obtained at international festivals.
My generation, too, can be reproached, especially for a certain degree
of cultural conflict - a legacy of 1968 - with notions of marketing and
a certain Utopian vision. But not, I think, for a lack of talent and
The majority of my better peers have not withstood the responsibilities
that creative direction entails and have preferred to take up less
strenuous paths, but also less interesting ones. This has left a
Today, a new generation has appeared, not at all complex and cerebral,
seemingly easy-going, very down to earth and a little cynical. These
youngsters have the advantage of being immune to admiration for the
national advertising culture of the 60s, still worshipped in Italy,
despite being crude, vulgar, primitive and provincial.
Anna Montefusco and Luca Maroni are the young creative directors at
Ammirati Puris Lintas and are exponents of this new creative vogue.
Their commercial for Bastoncini Findus (Findus fishfingers) represents
an incredible step forward when compared with the more traditional
communication for this product. They have managed to take advertising
for fishfingers from the Middle Ages to the present day in just 30
seconds. The Pomellato film is also their work and represents an
interesting digression from the boring, pompous advertising which
normally characterises the jewellery sector.
Maroni directed his own commercial, and it is one of the characteristics
of this creative new deal to be - and to be considered - the real
authors of their own projects.
Luca Albanese and Stefano Palombi, young creative directors at Saatchi &
Saatchi in Rome, were able to make use of a testimonial in the most
unusual and amusing way. Swish Jeans is a poster campaign which has
gained notoriety for its provocative concept, tackling directly, but
with good taste, fashion as an instrument of seduction.
Even Guido Cornara and Agostino Toscana, the creative directors at the
Milan branch of Saatchi & Saatchi, have contributed with an amusing ad
for Unicum which blows a little dust off Italian advertising.
Daniele Cima is the executive vice-president and executive creative
director of BBDO Italy.