Help me understand this ad billboard that’s all over Rome right now. Even I, with my degree in Advertising (yes, they have those, shut up), cannot seem to figure it out. Irony? Reverse irony? Neo-realism? Mah!
It’s an ad for good old “4 Salti in Padella” (Four Jumps in the Pan for the uninitiated, Italy’s major frozen meal-in-a-bag folks) in which it exhorts: (yes, I said exhort. I realize that makes me a nerd and a literary elitist wanna-be. Reader’s key here if neeeded.)
This dish will keep your kids living at home until they’re 40!
So, here’s my thought process. This should be a good thing, right? I mean, we’re trying to sell the food, are we not? So I conclude that the damn frozen pasta meal must be so good, that “kids,” even 40-year old ones, will never want to leave Mamma’s “home cooking” and therefore will never move out, and this somehow is a positive thing.
There’s also one to the wives whose husbands never talk to them at dinner. Apparently serving the frozen pasta bag meal makes them talk? Boh! (Italian for “who the hell knows?!”)
I don’t know. My head hurts. But I will say that the Four Jumps in a Pan version of peas with prosciutto is very loved at my house. It actually got my kids to eat peas. So, you know, it’s all good.
Here the whole campaign is thoughtfully analyzed a lot better than I could ever do. Only thing is, it’s in Italian. Maybe eating Four Jumps in a Pan will teach you Italian, too, who knows?