Una Sardinian that advertises “his” Liguria while, behind him, you can catch a glimpse the Los Angeles skyline. It would seem a joke if it were not the reality broadcast during the five evenings of the Sanremo Festival.
Elisabetta Canalis at the Sanremo Festival in 2012. (Getty Images)
Elisabetta Canalis, 43, was chosen to give Liguria a “recognizable” face, but something in advertising doesn’t add up. Not only because in the filming carried out in Liguria actually the showgirl it never appears – she did not move from Los Angeles – but because she, Sassari pride, it actually belongs to another seaand not the advertised Ligurian Sea.
Below, the spot aired during the Festival
The stellar cachet of Elisabetta Canalis
Now, to increase the controversy – which over time have not subsided – the cachet earned by the showgirl for a few seconds on video. As she revealed to FattoQuotidiano.it Ferruccio Sansa (List Sansa), Elisabetta Canalis perceived «100 thousand euros plus VAT, or 120 thousand euros. Two thousand euros per second for two commercials from Los Angeles in which the Liguria is not even visible“.
In the course of a regional question, Giovanni Toti, president of the Liguria Region, confirmed the astronomical figure. “Elisabetta Canalis was paid 100 thousand euros“He declared, adding to the Ansa microphones that”the commercial had an average audience of 10 million viewers“.
Giovanni Toti and “his” Liguria. (Instagram)
The film, which was aired for the first time at the Sanremo Festival “as part of an overall promotional campaign worth 204 thousand euros, will continue throughout the year with further steps on multiple broadcastersincluding the registration of two commercials, testimonials, rights, two seasonal campaigns, search for public figures“.
Finally, he concluded by explaining that «Elisabetta Canalis was identified as the first testimonial for a total amount of 100 thousand euros. These costs parameterised to the public who saw the Sanremo Festival are worth 0.01% per contact, one of the best advertising campaigns that I remember in my twenty years of experience in commercial TV ».
The exchange between Sansa and Toti
But his answer didn’t convince Sansa. «Liguria chooses a Sardinian who speaks from Los Angeles to promote Liguria and pays him 100,000 euros. President forgive me, but I see the logical aspect only in Canalis’ choice to take 100,000 eurosHe ironized.
Below, Sansa’s post on Instagram
«The basic idea», concluded the president of the Region, «is that not only a Ligurian can appreciate the beauties of Liguria, otherwise we would have self-sufficient tourism ». And since Canalis was the protagonist of a Sanremo Festival, «she tended to propose an idea of memories which remain part of their personal experience in Liguria, too living now far from our Region“. And also from Italy itself, since she has been living in Los Angeles for years.
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