Dolce&Gabbana has always incorporated the Italianità in their collections and campaigns, but this time it all went too much down stereotype lane: their latest advert starring Game of Thrones Queen Emilia Clarke got us thinking they could have done much better with it.
Before we get into why we really didn’t understand why the video turned out like it did, we’ll give some background info on it.
The advert is directed by Matteo Garrone, winner of several awards for Gomorrah, one of the fewest Italian TV series that has been exported abroad. Based on Roberto Saviano’s book, the series is in original Neapolitan language and it’s a modern and vivid depiction of the Camorra.
It isn’t the first time D&G feature some of the most typical traits of an Italian city in one of their campaigns. Emilia Clarke’s GoT fellow actor Kit Harington starred in the previous adv of The One in its Neapolitan nature. But there are some very important differences, and we’ll get into it in a minute.
The advert is set in Naples: but why do we see the traditional Carnival costumes welcoming Emilia Clarke?
We can spot Pulcinella at one point, blending in with other people wearing a costume. But wait, maybe they are historical characters from the Borbone family? Utter confusion, a big mash up of references that simply ‘cozzano’ (clash).
Spaghetti. Do we really need the reference to Pizza, Pasta, Mandolino?
By the way, people do eat spaghetti even on the Italian Alps, it is not something you’d do only in Naples.
The woman chasing Emilia with a bunch of Pomodori Pachino (Pachino cherry tomatoes).
And don’t forget she comes in the sequence after some ‘historical character’
If you are Italian you can’t help but wonder if this adv will change the image of our people other countries perceive.
Yes, but probably in a negative way. Napoli’s traditions are almost ridiculed by this big melting pot of references: if you don’t about Naples, really, would you be able to even tell this is a depiction and not reality, that people don’t actually walk the streets dressed like that?
That woman in a blue cheetah print sweater and big hoops.
Straight outta of Boss delle Ceremonie – the equivalent of Big Fat American Gypsy Wedding for style choices. Now, did we really need to get Sophia Loren cringing at this as well?
With Garrone’s skills and film artistry plus D&G aesthetic we are sure there were better ways of depicting the culture and traditions that allowed them to export their talents in a way.
We are not the only one reacting badly at Dolce&Gabbana’s The One video. Some of the comments read:
Two things are infinite: the universe and Italian stereotypes; and I am not sure about the universe.
I’m Neapolitan and this commercial is rubbish. Rubbish! I’m furious.
I am amazed at Matteo Garrone, who has directed a raw reality like Gomorrha and then goes on to direct this slapstick comedy made of stereotypes we as Neapolitans have been pissed off with for centuries, for the non-Neapolitans read this message. Naples is a European metropolis, people of all races live here, of all religion and social class, it is, with Rome, Milan, Turin and Brescia one of the fewest cities to have the underground and it has its own financial centre called Centro direzionale, scenes alike these have never happened and never will, you should come and visit Naples to delete this image and pathetic buffoonery off your head.
Kit and Emilia
Couldn’t they have just represented the spirit of Naples as they did back with Kit Harington, with the fisherman beating his octopus and the crowd chanting and cheering at the sight of the charming GoT King of the North?
We are sure even if you are not Italian you do understand our frustration with this. It would be like being British and Guy Ritchie shooting a video for Burberry in Croydon where Tom Hardy stands in the cue at the chippie.