Archive for February 27th, 2008

27
Feb

can’t touch this (apologies to mc hammer)

Painting of Charles V by Titian

by John Hooper in Rome
guardian.co.uk, Wednesday February 27 2008

In a landmark judgment with far-reaching social implications, Italy’s highest appeals court has ruled it is a criminal offense for Italian men to touch their genitals in public.

The judges of the court of cassation stressed that the ban did not just apply to brazen crotch-scratching, but also to what might be termed superstitious pre-emption. Anyone who has seen a hearse go past in Italy, or been part of a discussion in which some terrible illness or disaster is mentioned, will know it is traditional for men to ward off bad luck with a quick grab at what are delicately called their “attributi”.

The practice has become increasingly frowned on, but “io mi tocco i … “, which translates as “I touch my … ” is still a common phrase, roughly equivalent to “fingers crossed”. The judges helpfully suggested that those seeking reassurance should wait till they had returned to the privacy of their own homes before letting their hands stray trouser-wards.

The court was ruling on the appeal of an unnamed 42-year-old workman from Como near Milan. In May 2006, he was convicted of indecent behavior for “ostentatiously touching his genitals through his clothing”. His lawyer said it was merely a “compulsive, involuntarily movement, probably to adjust his overalls”.

The third penal division of the Rome court was having none of it. It said that public genital-patting “has to be regarded as an act contrary to public decency, a concept including that nexus of socio-ethical behavioral rules requiring everyone to abstain from conduct potentially offensive to collectively-held feelings of decorum”.

The judges said such actions risked generating “awkwardness, disgust and disapproval in the average man”, unexpectedly perhaps failing to mention the average woman.

The workman was ordered to pay a €200 fine and €1000 costs.

27
Feb

The She-Wolf Takes Another Lap Through the Eterna

Yamaha Ad Set in Rome

There’s nothing like a little mythology to spice up a motorino ad and so we’re pleased to share this missive from Yamaha. In an effort to promote the X-City, Yamaha has put a wolf on their newest scooter model and sent the animal out for a spin around Rome. Here at the eCool Compound – where imaginations run wild – we like to envision the wolf as a modern-day La Lupa who’s just dropped Romulus and Remus off at school and is headed off to her day job at an adoption agency.

Published on I Believe in Advertising.

27
Feb

What’s On Your Mind?

Durex Ad

In a country in which birth control is prohibited by the religion of the majority, there’s a condom machine on every corner and some of the wittiest advertising for preservativi that we’ve seen. A contradiction in the culture? Nah! To our minds, what is proved by this seeming fact that one CAN hold two opposing ideas in one’s mind at any given time and still make sense of the world.

Ad for Durex Condoms

The copy on these ads reads, “Whatever is on your mind…”, implying, we suppose, that Durex has a product for every intimate occasion. Maybe that explains how it is that Italy can have the lowest birth rate in Europe. We like the Gahan Wilson-esque drawings with their whimsical drawing and sexy associations.

Durex Condom AD

Advertising Agency: McCann Erickson, Milan, Italy
Creative Director: Federica Ariagno
Art Director: Erick Loi
Copywriter: Francesca Pagliarini
Illustrator: Sergi Sanchez
Published: February 2008

Discovered on I Believe in Advertising.

27
Feb

You Light Up My Legs

Dr. Scholl's Advertisement

We’ve just done a quick survey here at the eCool Compound and it’s clear that not one of us has a full understanding of Italy’s fascination with Dr. Scholl’s sandals. Throughout the many combined years that we’ve all lived here, the popularity of these wooden-soled and so-called orthopedic sandals has never waned. They’re sold in practically every pharmacy and a vast assortment of styles are displayed in street side drugstore windows.

Are they really comfortable? No one here at the eCool Compound finds them to be so (though, admittedly, most of us haven’t slipped a pair onto our tender toes since childhood). Are those wooden soles really good for your feet? We’ve have no idea.  And are they really wood?

What we do like is their new and sexy ad campaign (And, hey, look! Those Dr. Scholl’s have heels! And glitter!) The copy reads: Mettiti in luce, baby or Highlight yourself, baby. Maybe we’ll have to give them another try. Wouldn’t these be a lovely addition to a mid-summer seaside stroll?

Advertising Agency: McCann Erickson, Milan, Italy
Creative Director: Federica Ariagno
Art Director: Erick Loi
Copywriter: Francesca Pagliarini
Photographer: LSD




Calendar

February 2008
S M T W T F S
« Jan   Mar »
 12
3456789
10111213141516
17181920212223
242526272829  

Badge Farm

  • Firefox 2
  • CSSEdit 2
  • Textmate
  • Powered by Redoable 1.0