Superga la scarpa degli Italiani

Il modello di punta Superga, il 2750, è montato per l’occasione sopra il tetto di una 500 rossa fiammante. Il payoff è 'People’s Shoes Of Italy', ovvero la scarpa degli italiani.
Strana ma efficace associazione tra una scarpa italiana semplice, funzionale, immortale, che acquista fascino con il tempo e si propone di diventare simbolo di culto, esattamente come la mitica FIAT 500; che tra l'altro tornerà a vivere tra qualche mese con la nuova versione. Questa visual vuole comunicare “la leggerezza e l’insostituibilità della scarpa in ogni bagaglio di viaggio e, insieme, dare risalto all’italianità del brand". Ideato dall’agenzia di Torino Noodles Comunicazione di Marco Prunotto, affianca due icone del gusto e del design italiano. Trovo particolamente giusto l'abbinamento dei valori trasmessi dai due prodotti, probabilmente questi creativi si saranno chiesti: "se la mia scarpa fosse un auto quale modello sarebbe?". Non trovo che questa associazione con un modello vecchio e ormai superato delle nuove tecnologie, come la fiat 500, sia negativo per Superga, anzi, tende a sottolineare la durabilità e la incessante desiderabilità nonostante, molti anni dalla sua creazione. D'altra parte stiamo sempre parlando di un prodotto simbolo del Made in Italy!

vedi il video superga

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