What to say. I, for one, liked the latest promotional video made by the Ministry of Culture, and very much so. The new communication campaign is called Felicità (Happiness ) and I assume it takes its name from the 1974 song Felicità, tà tà by Raffaella Carrà that plays in the background. Beautiful, colorful, lively and cheerful, with Carrà’s tune (apologies: I didn’t know it) that gets into your head and never leaves. Images that perfectly match the music, so much so that I come to wonder who accompanies whom, whether it is the images that accompany the music or whether it is the music that accompanies the images. But honestly I care little, because for me the result is more than excellent. There is Achille Lauro, but he might as well not have been there; there are many sports champions who might as well not have been there, because they are not the protagonists (or rather: they all are, in a choral exercise that makes them magnificent comprimarios to our monuments, which are the real protagonists of this spot)... along with Carrà with her lighthearted tune. Perhaps I find it so interesting because I still have in my eyes the Open To Wonder campaign, the one that was done in 2024 by Ministry of Tourism and had as its subject Botticelli’s Venus posing in front of some of the most famous national monuments. And it matters little to me that the campaign was done by the Ministry of Tourism and not by the Ministry of Culture: after all, both of them used art and heritage as a communication gimmick.
But let’s go back to Happiness and the reason for my strong appreciation: perhaps because it is a breath of fresh air, energy, color, love and lightness that we all really need so much at this time in history. And when we watch this commercial, please, let’s not dwell on the statues that come alive, the angels and demons that flutter, the people dancing and the people kissing, or the fact that monuments or works slip away because they are filmed too quickly. Honestly, I get a bit tired of seeing our Heritage being told with the usual glossy images that smell old, static, certainly rigorous and reassuring but more suitable for a popular documentary than a TV commercial, and featuring characters that seem borrowed from old Barilla or Mulino Bianco commercials. A few days ago we interviewed the president of FAI, Marco Magnifico (read here) who defined the Spring Days as a popular festival. A popular festival in which, in the last ten years, more than 13 million Italians have participated. Here it is: for me, this spot is a beautiful folk festival, telling the world that our cultural places are places for everyone, open to everyone. And what’s more, seasoned with an original creative style. And if we really want to find a flaw, then let’s find it in the thirty-second versions, which, unfortunately, do not render as well as the extended one.
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