TV Ad for Olio Dante (2015)

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“Il Sommo Poeta sbarca sul web con una versione social del nuovissimo Carosello di Olio Dante.
Scenari moderni e nuove tecnologie per un Dante Alighieri che, alle prese con la spesa quotidiana ed una cassiera intraprendente, non rinuncia però al suo linguaggio aulico.”  —YouTube.com

See the post for Dante Olive Oil here.

Annamaria Testa, “Dante Alighieri e la pubblicità, tra pop e kitsch”

dante-pubblicita-kitsch-pop-acqua“Proponete a chiunque questo indovinello: ha un gran naso e uno strano copricapo rosso, è un protagonista della letteratura mondiale, è toscano. Chi è?

“Qualche spiritoso potrebbe deviare su Pinocchio che, a suo modo, coincide, ma tutti gli altri vi risponderanno Dante Alighieri o, più facilmente, Dante e basta.

[…]olivetti-dante-pubblicita-pop-kitsch

“Un motivo in apparenza marginale, ma in realtà non così irrilevante del radicarsi della figura di Dante nell’immaginario collettivo sta proprio nel suo essere sempre e perfettamente riconoscibile quando viene rappresentato. L’abito e il copricapo rossi, la corona d’alloro, il gran naso: bastano pochi tratti, e Dante è Dante. È come se tutti i pittori che lo rappresentano avessero, nei secoli, lavorato sotto lo stretto controllo di un occhiutissimo ufficio marketing, attento a impedire qualsiasi minuscola deviazione dalle caratteristiche stabilite in una ideale Bibbia del Marchio.

“Insomma: se Dante fosse un brand (e stiamo parlando di un brand con una storia  plurisecolare), potrebbe vantare una coerenza di segni che neanche la Coca Cola.” –Annamaria Testa, “Dante Alighieri e la pubblicità, tra pop e kitsch,” Nuovo e utile (2013)

Contributed by Davida Gavioli

Dante: Restaurant-Bar and Ice Cube

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[…] “Preserved in ice. Gaze down at the huge ice cube floating in your old-fashioned at Dante, the Italian-style aperitif bar in Greenwich Village, and you’ll have no doubt about where you’re drinking. Cut into the side of the frozen block is the bar’s poetic name.” […]   –Robert Simonson, New York Times, May 15, 2015

Dante: 79-81 Macdougal Street, NY, NY 10012

 

Guy Raffa, “Dante and Don”

In celebration of the poet’s 750th birthday, Guy Raffa (University of Texas, Austin) published an essay in the magazine Pop Matters, comparing Dante with fellow Gemini Don Draper:

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“Matthew Weiner’s brilliant decision to end the series with, in his words, the ‘greatest commercial ever made‘, meshes beautifully — ‘in perfect harmony’ — with the ending of what many believe to be the greatest poem ever written. The culmination of Dante’s journey through the afterlife is his vision of God. He sees the mystery of the Incarnation, the paradoxical union of complete human and divine natures, the Word made flesh. Don’s Moment of Zen produces an equally paradoxical revelation: the marriage of commerce and community achieved by the famous 1971 TV ad. The Word made cash.

“The comparison appears less strange when we consider that Dante himself has become both a product and an ad man. He has become a hot commodity not just for the spiritually, intellectually, or literarily inclined, and not only in Italy, where Roberto Benigni has electrified audiences — in the piazza and on TV — over the past decade with his TuttoDante performances, brought to North America in 2009.” —- Guy Raffa, “Dante and Don: The Word Made Flesh and the Word Made Cash,” Pop Matters

Delio de Martino, Dante & la pubblicità (2013)

danteDante & la pubblicità, published in 2013 by Levante Editori, is a book by Delio De Martino discussing how Dante has been used in advertising.

Dante & la pubblicità colma un vuoto, uno dei pochissimi ancora rimasti, nell’immensa bibliografia dantesca e in particolare nel campo della ricezione e fortuna del sommo poeta. Le sue opere, in particolare la Divina Commedia, rivivono in una nuova forma dando luogo con stili sempre diversi a una grande quantità di Inferni e Paradisi commerciali.”    —Levante Editori

Contributed by Delio De Martino, Martino Marazzi

Telecom Company Tim produces Dante ads (2012)

Italian Telecom company Tim produced a series of television ads in 2012 featuring Dante, Virgil, Beatrice, and Lucifer as protagonists.

The trailer below gives a glimpse into the entire series:

For links to the full series of videos on Youtube, click here.

Dante and Foxy Mega Toilet Paper

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Watch YouTube Video

Contributed by Elizabeth Coggeshall

To Hell and Back: EA’s Guerrilla Marketing Campaign for Dante’s Inferno

dantes-inferno“The road to hell is paved with good intentions. Take, for example, the marketing of Electronic Arts’s blockbuster new video game, Dante’s Inferno. Last year, the company set about trying to educate the public not only about the game but about a 14th-century literary classic and the very nature of human morality. What ensued was one of the most complex campaigns in video-game history, one that got EA burned for fakery and sexism, and then—thanks to a bold change of direction—lauded for intellect and creativity. It’s also a case study in surprising frugality, with a $200,000 guerrilla budget that yielded 47 million impressions of coverage. Today, AdFreak walks you through the nine circles of hell with the man who led the innovative and controversial marketing campaign for Dante’s Inferno. So, put on your asbestos gloves and get ready to descend into damnation, after the jump.” []    –David Griner, AdWeek, February 24, 2010

Dante’s Somewhere Between Sacramento and Tahoe

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Photo taken by Ruth Caldwell (2009)

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“Tuscany” Perfume by Aramis

tuscany-perfume-per-donna-by-aramis      tuscany-per-uomo-perfume-by-aramis

Difficult to see, but the “Tuscany per donna” has as its slogan in French “Out of that stream there issued living sparks” (Par. XXX.64) and in English, “It draws fire to the moon” (Par. I.115). The “Tuscany per uomo” has as its slogan, “It moves the sun and the other stars” (last verse of all three canticles).

Contributed by Guy Raffa (University of Texas, Austin)