Thank you goes out to my dear friend and Italian expat in London, Giulia, of the absolutely MUST-FOLLOW Mondomulia food and photography blog, for sending this one my way for the ol’ blog.
So, if you’ve been hanging around these parts long enough, you know that I love me some tasteless and brilliantly creative Taffo Funeral Services ads.
This one comes to us via Social Media Epic Fails and my friend Giulia who posted it to my FB wall. I haven’t yet seen it on a billboard around town.
This one says:
THIS TIME YOUR HUSBAND CAN’T TELL YOU NO
We turn the ashes of your loved ones into diamond.
In collaboration with Algordanza.
[In case you don't quite get the punchline here, the "diamond" this time around is the dead husband. Natch.]
Now, being the savvy Interwebs consumer I am, I figured maybe some clever soul had taken the Taffo creativity bent a little too far, and created this ad as a spoof.
It really is a thing, this ashes to diamonds thing.
Seriously. Check out Business Insider’s piece appropriately titled How to Turn Dead People Into Diamonds.
Now, I love making light of Taffo. But all joking aside, complimenti to their ad team, because Lord knows there is not very much exciting creative going on in print advertising in Italy; and believe you me, if I was given an assignment from my creative director to make magic for a funeral services company, you’re damn right I wouldn’t be jumping up and down for joy.
Perhaps people think that Taffo went a *wee* bit too far on this particular ad, because it’s actually making headlines.
Real life, honest-to-God, Il Messaggero headlines, calling it “The Shocking Funeral Service Ad.”
Even lil’ tiny Il Gazzettino of Treviso headlines.
I’m not sure if I should be proud or ashamed that in the Messaggero article, Alessandro Taffo cites the fact that this practice has already been going on for a while in the United States.
Well of course it has! Just one more reason for Italians to accuse us of americanate, ie, general ridiculousness in consumer goods, films, and living in general. We love our sparkly ashes on a mantel, yes, indeedy!
Oh, wait. Further investigation reveals that it’s not diamond ashes. It’s like a real, well—diamond.
Algordanza/courtesy of Frank Ripka via Business Insider A raw diamond created from human ashes
All I really care about from that article though is that I finally found out who is doing this brilliant creative. Turns out it’s a company called Peyote (which, yes—maybe they even indulge in it for creative inspiration), and two creatives by the names of Alessandro Logrippo and Daniele Campanale, who said, “We wanted to do what we’ve done before, create an ironic and irreverant message.”
Brilliant, boys. I mean it.
I was about to say that they deserve a Clio or an Addy, but come to find out, there’s an Italian advertising awards program called Mediastars, and their certified cremation campaign (a couple of the ones linked above), won three.
Might I add: the untold crappiness of the Mediastars website just goes to show what a dearth of great creative we get over here.
Oh, Taffo. Oh, Peyote. What will you come up with next? I can hardly wait. (I just hope no one dies and/or becomes a diamond in the process.)