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Mentre i pubblicitari continuano a fregarsi le mani per l’inattesa visibilità, la polemica sullo spot Esselunga cresce costantemente alimentata anche dalla controversia politica scaturita fra favorevoli e contrari alla “pesca pacificatrice”. La bimba che al supermercato prende un frutto con la speranza che possa servire a fare riappacificare i genitori separati, ha sollevato un vero vespaio e il giudizio della premier Meloni ha contribuito a polarizzare le posizioni fra destra, a favore dello spot, e sinistra contraria. Dall’altra parte persino Pierluigi Bersani, alfiere della sinistra, non si è sottratto al commento.
Famiglia moderna o attacco al divorzio?
Insomma, ormai la pesca è un frutto di destra e chi lo trova indigesto si divide fra chi ci vede un attacco al divorzio (come se nel 2023 ci possa essere ancora qualcuno contrario all’interruzione dell’accanimento terapeutico per tenere in vita matrimoni sfiniti) un attacco alle madri o alle donne in generale. Lo spot userebbe l’emotività (quale pubblicità non lo fa?) per veicolare un messaggio colpevolizzante. E la colpa ognuno la vede dove gli pare: delle madri, dei genitori che si separano, della società che non si prende cura dei figli di genitori che non si sopportano più. Ma ecco che all’orizzonte spunta un nuovo, anzi vecchio, spot pubblicitario considerato, al contrario, politicamente corretto perché il bambino che ne è protagonista non tenta di fare riappacificare i genitori.
Lo spot di Ikea sul bambino con i genitori separati
Si tratta di uno spot dell’Ikea del 2016, titolo “Every other week”, che è stato riproposto su Twitter dall’autore Massimo Chierici proprio in contrapposizione a quello di Esselunga. Anche qui ci sono due genitori separati e il punto di vista è quello del figlio dei due che però, in questo caso, resta rassegnato a fare la spola fra casa di mamma e casa di papà. Ma, grazie a Ikea, il babbo è riuscito ad allestire nella sua nuova casa, una cameretta identica a quella in cui vive con la mamma e alla fine il bimbo mezzo sorriso lo stiracchia. Sarà il fatto che nessun lieto fine viene evocato ma a qualcuno questa narrazione piace di più e non la trova colpevolizzante per nessuno.
Meloni e la destra difendono lo spot Esselunga
Intanto la storia della piccola Emma raccontata nel cortometraggio di due minuti continua ad attirare critiche e lodi sui social accendendo il dibattito. Uno spot che si presta a diverse interpretazioni, ma che piace alla premier Giorgia Meloni, che lo definisce "bello e toccante". Positivo anche il giudizio di Michela Vittoria Brambilla, presidente della Commissione parlamentare per l'Infanzia e l'adolescenza, secondo la quale il disagio psicologico di bambini figli di coppie separate è "troppo spesso dato per scontato. Esselunga accende i fari su questo disagio: è un'ottima cosa che l'attenzione sul tema sia richiamata da un'impresa che gestisce la prima catena di supermercati introdotta in Italia, ben radicata nel Centro e Nord del Paese, dove tradizionalmente - commenta - i matrimoni 'tengono' di meno".
E' un esempio "virtuoso di comunicazione che coniuga l'attenzione al sociale con una spiccata sensibilità". La pubblicità "da sempre ha assunto un ruolo culturale, dai tempi di Toscani che, però, piaceva all'intellighenzia di sinistra e quindi andava bene", incalza Alfredo Antoniozzi, vice capogruppo di Fratelli d'Italia alla Camera, mentre il vicepremier e ministro dei Trasporti Matteo Salvini sottolinea come "trasformare uno spot in uno splendido messaggio di amore e famiglia merita solo sorrisi. Come fa certa gente a insultarlo e deriderlo solo perché non narra il 'modello' che vorrebbero loro?". Sempre da Fratelli d'Italia, il capogruppo alla Camera Lucio Malan commenta che per una volta è "una storia vista con gli occhi dei bambini. Chi odia bambini e famiglia ovviamente si è infuriato".
Bersani critico
Di parere opposto l'ex segretario del Pd Pier Luigi Bersani, che considera "davvero sbagliato, in questo ed altri casi, mettere in mezzo la sofferenza dei bambini su temi delicati per scopi commerciali". La segretaria del Partito democratico Elly Schlein, invece, non si pronuncia: "Non voglio deludervi, ma non ho visto lo spot", afferma. Netto il commento del leader di Azione Carlo Calenda: "Oggi la ruota della perdita di tempo della politica italiana si è fermata sulla casella spot. Cosa ci dice quello spot? Niente. Tranne che a Esselunga sanno davvero fare il loro lavoro. Ora ci sarebbe il problema della sanità. Non c'è lo spot ma ci sono le liste d'attesa. Siamo un branco di decerebrati e meritiamo l'estinzione".
Esselunga dà spiegazioni
A gettare acqua sul fuoco delle polemiche prova Antonella Costantino, past president della Società italiana di neuropsichiatria dell'infanzia e dell'adolescenza, secondo la quale “questo spot indica che i bambini vanno ascoltati". La stessa Esselunga si pronuncia spiegando il senso del cortometraggio e chiarendo che "dietro ogni prodotto acquistato c'è una storia" e che "la spesa non è solo un atto d'acquisto, ma ha un valore simbolico molto più ampio. Per ogni prodotto che mettiamo nel carrello c'è un significato più profondo di quello che siamo abituati a pensare".
Arriva pure il giudizio del pubblicitario Alberto De Martini, ceo di Conic, secondo il quale, non c'è dubbio che dal punto di vista commerciale questo spot sia "una piccola opera d'arte", una storia che "riesce a trasmettere l'attenzione verso il prodotto come attenzione verso le persone". Le polemiche, conclude, sono solo "pretestuose".
Gavino Sanna: "Tanto rumore per nulla"
Anche Gavino Sanna, il più famoso e premiato dei pubblicitari italiani, commenta il polverone. "Tanto rumore per nulla. Ho visto lo spot, tecnicamente è ben realizzato. Non posso dire che sia un capolavoro, ma devo riconoscere che l'agenzia ha avuto coraggio e per questo va apprezzato il loro lavoro", spiega Sanna. Lui che con i famosi spot del Mulino Bianco e della Barilla ha mostrato agli italiani il modello di "famiglia felice", ai limiti della perfezione, non è né scandalizzato né entusiasta della nuova immagine che traspare dallo spot: "I tempi della Barilla e del Mulino Bianco erano altri tempi. Oggi non so se la famiglia possa essere rappresentata ancora così o come traspare nello spot Esselunga", precisa. "Di sicuro penso che voler far credere che il gesto della bambina, attraverso una pesca, possa salvare un matrimonio sia un'idea perlomeno azzardata. La situazione reale è molto più complessa, non scherziamo. Ma non possiamo nemmeno essere sicuri che lo spot volesse lanciare questo tipo di messaggio". Di una cosa è sicuro Gavino Sanna: "Lo spot ha funzionato. Ne parlano tutti. Bisognerà vedere se ora l'agenzia continuerà con questo argomento così delicato. Serve coraggio e molta bravura".
