Checco Zalone's SMA ad outshines Italy's Fertility Day fiasco
Italian Prime Minister Matteo Renzi criticized his own Health Minister Beatrice Lorenzin for the botched Fertility Day campaign, contrasting it with a viral social ad by comedian Checco Zalone for Spinal Muscular Atrophy (SMA) research. Renzi quipped, 'Next time we'll ask Zalone,' praising the comic's effective communication. The Fertility Day campaign, costing over €100,000, was canceled after backlash over sexist and racist imagery, including a cliché-ridden booklet. Lorenzin later appealed for free creative help, sparking outrage. Zalone's SMA spot, produced without an agency by his film crew from 'Quo Vado,' features him as a grumpy neighbor annoyed by a disabled boy, Mirko, and paradoxically donating to Famiglie SMA. The ad was inspired by Anita Pallara, 27, who met Zalone in Alberobello. Previously, Justice Minister Andrea Orlando enlisted Zalone for a prison rehabilitation video, which garnered 200,000 views. The SMA fundraising campaign runs until October 8, 2016, via SMS to 45599.
Key facts
- Matteo Renzi criticized the Fertility Day campaign as 'tragicomic'.
- The campaign cost over €100,000 and was canceled.
- Lorenzin asked for free creative help, causing backlash.
- Checco Zalone created a social ad for SMA research.
- The ad features Zalone as a neighbor annoyed by a disabled boy.
- The ad was produced by the crew of Zalone's film 'Quo Vado'.
- Anita Pallara, 27, inspired the ad after meeting Zalone in Alberobello.
- Zalone previously made a prison rehabilitation video for Justice Minister Andrea Orlando.
Entities
Artists
- Checco Zalone
- Luca Medici
- Anita Pallara
- Mirko
Institutions
- Artribune
- Famiglie SMA
- Ministero della Salute
- Ministero della Giustizia
Locations
- Italy
- Alberobello