Lucrezia Ciotti The advertising campaign for a Romagna-based clam company, accused of sexism due to its images of naked women, becomes the center of controversy on La Volta Buona . The confrontation between the guests and Caterina Balivo ends with the live broadcast being cut short.
La Volta buona, clash over clam advertising: criticisms of the campaign
An episode of La Volta Buona , the program hosted by Caterina Balivo , sparked controversy over an advertising campaign by a Romagna-based company specializing in the sale of clams . At the center of the controversy were images of naked women used to promote the product , deemed sexist and degrading. The incident also had repercussions outside the program, with the company being banned from a trade fair in Spain.
Speaking live were Lorenzo, the entrepreneur, and Giulia, communications manager and creator of the campaign, which also came under fire from some fellow citizens, who considered it inelegant. Giulia explained that she wanted to approach the protests as an opportunity for professional growth: " I'm viewing this moment as an opportunity ," she said, describing some of the comments she's received as " very constructive ."
The manager rejected the accusation of wanting to commodify the female body , maintaining that the intent was " to make women the protagonists of the communication and representative of the company ." While admitting that the images may have offended some people, she denied regretting the project: " I don't regret the projects I'm pursuing, and I will continue to pursue these projects ." For future advertising initiatives, she also announced her intention to involve male figures as well.
Caterina Balivo furious at La Volta Buona: connection abruptly cut off
The managers' explanations didn't convince Raffaella Fico, who openly challenged the company's promotional strategy in the studio. " Using a woman's body to sell a product , which in this case is clams, I find it to be an advertising gimmick, one of the oldest in existence ," she stated, deeming any communication based on the exposure of the female body outdated.
Lorenzo acknowledged that it would have been appropriate to accompany the images with further clarification. During the discussion on La Volta Buona , however, the entrepreneur repeated the name of his business several times, provoking a reaction from correspondent Domenico Marocchi, who moved the microphone away to prevent the intervention from turning into a commercial.
At that point, Caterina Balivo intervened, visibly irritated by the direction of the conversation. " I expected to see two adults today ," she began, before criticizing Lorenzo for his constant references to the brand: " Instead, I find myself with a contemporary girl and a very young CEO who repeats the name of his company... maybe we're wrong to give it all this publicity! " The host then decided to abruptly end the connection.