Spot Amica Chips: la posizione del Club Santa Chiara

In questi giorni è stata lanciata una campagna pubblicitaria audiovisiva per la promozione delle patatine Amica Chips. La creatività dello spot, nella sua versione originale disponibile in rete, ha dei contenuti decisamente blasfemi.

Su richiesta di Mediaset e Rai sono state prodotte versioni ridotte che, pur utilizzando il medesimo contesto, eliminano le immagini che associano la particola consacrata alle patatine, edulcorando il tono irriverente della comunicazione trasmessa sulle reti nazionali che comunque è al limite del lecito.

Da più parti si sono levate proteste nei confronti dell’azienda e dell’agenzia creativa che ha realizzato lo spot.

Anche alla nostra associazione sono arrivate segnalazioni e lamentele.

La nostra posizione in merito a questa vicenda è la seguente.

Come credenti, ci associamo alle proteste di coloro che hanno contestato la versione integrale del comunicato commerciale e stigmatizziamo l’utilizzo offensivo dei contenuti proposti per la promozione del prodotto.

Come operatori della comunicazione, approviamo le iniziative di Mediaset e Rai che hanno preventivamente visionato la versione originale e richiesto filmati alternativi, pena la non trasmissione degli spot.

Come associazione, constatiamo la mancanza di responsabilità da parte dei promotori della campagna pubblicitaria che, facendosi beffa della sensibilità di milioni di cristiani, hanno utilizzato questo storytelling con l’obiettivo – discutibile – di sollevare polemiche per amplificare a dismisura il buzz su social media e mezzi di comunicazione. Se infatti si voleva aumentare la notorietà del marchio, questa è stata ottenuta a discapito della sua reputazione, tant’è che si cominciano a percepire azioni di boicottaggio del prodotto.

Non è il primo e, purtroppo, non sarà l’ultimo caso di utilizzo della rete e dei suoi strumenti di divulgazione dei contenuti per fomentare polemiche e incitare contrapposizioni e discriminazioni di ogni tipo. Per questo facciamo appello alla responsabilità di tutti gli operatori del nostro settore affinché si prenda atto di quanto sia dannosa e controproducente la divulgazione di messaggi privi dei criteri basilari che dovrebbero orientare l’attività di una corretta informazione giornalistica e commerciale.

Associazione Club santa Chiara

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