Sanremo 2024, controversy over homosexual commercials. Pillon: “It’s now an LGBT festival”

The national president of Arcigay: “He lives in the Middle Ages, whether he likes it or not, lesbians start a family”

An altar, a man and a woman waiting for the fateful yes, a girl who breaks into the church and takes away the bride in the rain before the wedding takes place, boarding a bus with her towards a new life. It’s the plot of the Pupa commercial for Sanremo 2024, published in preview by the ‘Affari Italiani’ website and whose release is scheduled for next week. Thirty seconds of a homosexual love story on which one is already raging violent controversy. “This commercial falls within the framework of the normalization of homosexual relationships at all costs – the former senator of the League thunders to Adnkronos Simone Pillon – If it leaves us adults indifferent, it is instead a powerful indoctrination tool for kids.”

All this “obsessive leaving messages in these terms leads to a sort of cleverly orchestrated propaganda which has the aim of carrying forward what is a real social contagion – adds Pillon – The consequences are those we see with the increase in gender dysphoria, the confusion of sexual orientation in children and they are the ones who pay the price. If we continue like this we will have to put up the warning ‘this advert seriously harms the sexual orientation of young people’. Sanremo “is followed by young people – says the Northern League senator – they have been indoctrinating for years, it has become an LGBT festival. I find it truly disgusting that this continues.”

The response from Natascia Maesi, national president of Arcigay, arrives very quickly and, when asked by Adnkronos, she responds bluntly: “If Pillon cries out for scandal in front of an advert which tells the story of the escape of two women who choose to love each other, challenging social conventions and the fate of an imposed or unwanted heterosexual marriage is why he believes he still lives in the Middle Ages, in a world that no longer exists. Whether they like it or not, lesbians exist and start families”. And what “seriously harms the health of young people is not the normalization of homosexuality which has already been cleared by them, but the lack of emotional education programs and consensus in schools. It is precisely young people who ask us to be informed, aware and therefore protected from the violence that arises from prejudice. It is to them that we must give serious and credible answers, instead of repeating the usual witch hunt”, adds the president of Arcigay.

They also intervene in the debate advertisers, who try to tone down the controversy. “I don’t understand the reason that could stimulate a controversy, much less an incitement to homosexuality – comments Marianna Ghirlanda, president of the IAA International Advertising Association – I have been involved in communications for 25 years and I can say with certainty that this is a beautiful advert, delicate and which communicates a positive message of freedom. Furthermore, I don’t even see a kiss or an attitude that could disturb particular sensitivities”.

“It seems that our politicians, not all of them, let’s not generalize – intervenes Andrea Crocioni, director of TouchPoint, a historic reference newspaper in the world of advertising – have found new life in advertising themselves through advertising itself. Which evidently works given the activism of some in grabbing the media spotlight on this side too. It’s true that in Italy we are all ‘national team coaches’ but I believe – continues the advertising expert – that it would be better if politicians acted like politicians by focusing on the real problems of the people , leaving advertisers to be advertisers.”

(by Ilaria Floris)