Sanremo 2024, from Pillon to Adinolfi there is controversy over homosexual adverts. Arcigay: “Middle Ages”

The senator of the League: “It’s now an LGBT festival”. Rainbow Family Reply: “Ridiculous controversy”

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 on which a violent controversy is already raging. “This commercial falls within the framework of the normalization of r at all costshomosexual relationships – the senator of the League thunders on Adnkronos Simone Pillon– If it leaves us adults indifferent, it is instead a powerful indoctrination tool for kids.”

All this “obsessive leaving of messages in these terms leads to a sort of expertly orchestrated propaganda which has the aim of carrying forward what is a real social contagion – adds Pillon – The consequences are those that we see with the increase in dysphoria of gender, 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 commercial seriously harms the sexual orientation of young people'”. Sanremo “is followed by young people – says the Northern League senator – they have been undergoing indoctrination 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.

Alessia Crocini, president, joins the president of Arcigay Rainbow Familieswho replied to Adnkronos to Pillon’s controversy as follows: “The controversy that defines the Pupa commercial for Sanremo as shocking is unfounded, sterile and useless. The commercial has nothing shocking, it is a faithful reference to the film “The Graduate”, the male figure is only replaced with a female one. It is ridiculous that in Italy and Europe in 2024 one can still think that an advert can change or influence the sexual orientation or gender identity of a boy or girl. It is worth remembering that almost all Western European countries have recognized equal marriage, Greece will soon approve it too. Only Eastern countries and Italy have not done so.”

He also intervenes in the debate Mario Adinolfi, leader of the People of the Family, who explains to Adnkronos: “I have no interest in judging the marketing logic of a brand. But I want to underline to the offices that they are now repeatedly following the LGBT diktats, which are commercially harmful mechanisms. We continue to want to massacre the most dear that is at the root of being Italian, that is, the idea of ​​family”. If “you take the structure of Italian society, which is what those who advertise should do, they will realize that despite the evident crisis of marriage, and of marriage in the Church, Around 350 thousand people, men and women, continue to get married every year -Adinolfi explains- In the same year the gay union, required by law, unites around 2 thousand couples”.

The idea of ​​choosing this theme for Sanremo is therefore not a happy choice for Adinolfi: “Going to the program with maximum national-popular diffusion which has audiences above 10 million thinking that it is commercially advantageous is really a marketing mistake – it sinks the leader of the People of the Family – Then if you want to make a mistake, do it, follow a trend, but everything is gone, even rather miserably”. Therefore “my advice to brands is to study a little better how Italian society is made, and what the Sanremo festival is, which although decorated with alternative singers ultimately remains in the collective imagination Al Bano and Romina and Coma Cose last year, who finally get married.” The advice therefore is to have “a minimum of respect for these 29 million Italians united in marriage. Without making crusades, I call for the correct marketing approach with respect to an Italy that remains connected to an idea of ​​family, which is not constitutional but natural”.

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, delicate advert 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)