Buondì Motta's new ad kills a fairy, sparking controversy

Motta has released a new advertising campaign for its Buondì snack cakes, featuring a fairy being killed by family members. The campaign, created by Milan agency Connexia, consists of three spots where a blonde fairy in pink is swatted, squashed, or slapped by a father, daughter, or mother during breakfast. The ads aim to reject sugary advertising clichés and emphasize the product's quality without need for magic. The campaign has drawn criticism from Instagram page Aestetica Sovietica, which accuses it of promoting violence against women, citing the fairy's stereotypically feminine appearance. Motta's social media manager responded with humor, and an official statement defended the use of paradox and comic hyperbole, comparing the ads to cartoons like Tom & Jerry. The campaign follows a 2017 Motta ad that featured a meteorite killing a family, also controversial. The new spots have generated over 11,500 likes on the critical post and widespread debate.