Piazza Italia, a low-budget apparel chain, is celebrating people Italians can be proud of. With the new tagline “Sponsor for the common people,” Piazza Italia leverages the economic and political situation here: Italians have continuously been submerged by corruption scandals in all the topics we love and fear the most: politics, soccer championship, taxes, pensions. … The campaign is for the ones who had the courage to say no to corruption, for the ones who wake up every day to do their job without falling into the temptation of easy money.
In its first TV commercial, the brand features close-ups of various everyday folks. A voiceover says: “We don’t sign autographs. We wait in line. We don’t have a foreign bank account. We don’t have the leather chair or long life pension. We are the ones who take the field every day without taking a bow, the ones without powers but with big responsibilities. The ones who dream, who get indignant but never throw in the towel. Somebody says we are nobody. The truth is that we are mostly everyone. We are the ones who make true miracles.” In addition, a print campaign portrays the role models Italians should look to, like soccer player Fabio Pisacane, whose refusal to accept €50.000 to fix a game started a judicial inquiry into illegal betting (“calcioscommesse”) on soccer games.