A little girl - Emma - saddened by the separation of her parents, in an attempt to bring them back together, offers her father a peach, telling him that her mother sent it to her. A peach, naturally, purchased at Esselunga.
The new commercial from the well-known supermarket chain is causing discussion, or rather a real short film . On air since Monday, it was immediately divided between those in favor and those against, between those who seem to have grasped the message that the group wanted to spread and those who make different considerations. Even Giorgia Meloni intervened on the case: «I read that this commercial would have generated various controversies and protests. I find it very beautiful and touching", wrote the prime minister on social media.
Where there are those who compare the new advert to the Mulino Bianco classics, underlining that "finally a real and not imaginary family is depicted" and there are those who instead take the children's side by claiming that Emma's story "reawakens suffering in who has experienced the experience of separation." In short, it "exploits" the emotions of a little girl and celebrates the "traditional family". As if a child of divorced parents couldn't be happy.
From his point of view, Esselunga clarifies that the campaign - signed by the New York creative agency Small with the short film shot in Milan by the French director Rudi Rosenberg and produced by Indiana Production - is not about the family and that the objective is set on emotions that you feel when you go shopping. "With the film 'La Pesca' - states the group in a note - we wanted to highlight the importance of spending, which is not seen just as a purchase, but described as something that has a broader value". According to Esselunga "there is a story behind the choice of every product" and the subject of the film simply represents "one of the many stories of people who enter a supermarket". In the case of fishing, we celebrate "a gesture, made with simplicity and at the same time with the ingenuity typical of children" which "will reveal, moment after moment, a story full of tenderness that reaches the heart and moves with delicacy".
(Unioneonline/D)