AND aired for the first time on the evening of Monday 25 September new Esselunga commercial, and the controversy was immediate. The protagonists are a little girl who goes shopping with her mother. At a certain point the little girl takes it a peach which, at the end of the commercial, he gives to his (separated) father who has come to pick it up from home. While the two are in the car the little girl hands the peach to her father and tells him who he is a gift from mom.
Why so much controversy around the Esselunga commercial with separated parents
After the broadcast, the public was divided into two factions. On the one hand there are those who say that the company wanted it “exploiting” a little girl’s emotions celebrating the “traditional family”. Put differently? The classic “Mulino Bianco” family. In this celebration the parents would be blamed. “Hasn’t a child of separated parents suffered enough already? No, Esselunga needed to continue putting his finger on the wound. I am separated and I hope my children never see this advert.” We read, for example, on social media.
And those who, instead, exalt the “courage to face divorce from the children’s point of view”. That is, «Moving from the Barilla family to a royal family, doing something disruptive», someone writes.
L’ProVita and Family non-profit association play on the upside. He applauds those who “have had courage in staging a real family, made up of a man and a womanwith its own little girl and without modernist and fluid additions.”
Traditional vs rainbow family
And he wonders «if there would have been the same indignation for the “exploitation” of the child, the family and their emotions» «if the parents had been two men or two women. If the little girl had had as her main concern not the rapprochement of her parents but her own change, perhaps of “identity”. If there had been clear references to fluidity, fluid relationships and so on within the advert.”
The fact is that on X the hashtag Esselunga has become trending.
The campaign was signed by the New York creative agency Small, and the clip was shot in Milan by the French director Rudi Rosenberg and produced by Indiana Production.
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