Massimo Bottura in the New Balance commercial and the original sin of the Italian stereotype

The latest New Balance 991v2 ad campaign just dropped and the testimonial is Massimo Bottura. The choice fell on the chef from Modena in all probability because he is a well-known aficionado of the world's most famous trainers: it seems he owns more than 100 pairs!

The New Balance commercial with Massimo Bottura

The journey begins at the Flimby factory in the UK, the British headquarters of the American shoe manufacturer. A box containing the new 991v2s, on which the name 'Massimo' is hand-written, leaves Flimby in an Italian FIAT Panda(!), crosses the English countryside, arrives in Milan where it jumps on a Vespa (one of the latest models) and arrives in Modena, where the shipper drops the delivery to Massimo Bottura. All played to the soundtrack “Quel mazzolin di fiori” Milanese 19th century popular song. The chef opens the box, appreciates the model with a triple “beautiful”, wears them, and amid a “bravo” and a greeting, dismisses everybody by jumping on a three-wheeler Ape Piaggio…

The Italian stereotype label

What is this new commercial telling us? That Italy, once again, is seen far and wide as #pastapizzamandolin. But sometimes we are to blame, as well. Here the Italian stereotype is embodied in some elements that are well known to Italians: Milan, the shoes couldn't help but take a trip to the capital of Italian fashion (we forgive them because there’s probably a link to the Italian style of previous footwear models); espresso coffee, which in this setting has got quite nothing  to do with shoes, but still “let's put it there, it looks very Italian”; the soundtrack “Quel mazzolin di fiori”.

Here’s the problem: we would graciously hope that the musical connection was to the verse “lo voglio regalar”, (I wish to gift it) because the historical background towards which it is related isn’t really suitable. And let's close this commercial with a nice Piaggio “three-wheeler”: a historic vehicle that for sure everyone in Italy uses to go shopping.

Dear foreign marketers, kudos for the pace, the idea, the suspense, the choice of Massimo Bottura as a symbol of Italian top quality, but once again we fall short on stereotypes. OK, let's appreciate the effort: you made us give up pizza and mandolin for good!