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"Con il film 'La Pesca' abbiamo voluto porre l'accento sull'importanza della spesa, che non è solo un acquisto, ma ha un valore più ampio. Dietro la scelta di ogni prodotto, un frutto, la colazione per i bambini, gli ingredienti per preparare una ricetta, c'è una storia. In ogni spesa c'è un gesto di amore. Il soggetto del cortometraggio rappresenta una delle tante storie che ogni giorno animano un supermercato. Volevamo una campagna che mettesse al centro proprio le persone, non uno spot commerciale".
Dopo quasi due giorni di polemica, (leggi qui), arriva la replica di Roberto Selva Chief Marketing & Customer Officer di Esselunga in risposta ai numerosi commenti di cittadini e cittadine comuni o addirittura politici (anche la premier Giorgia Meloni, leggi qui).
Sui social continua il tam tam
di chi confronta il nuovo spot ai classici del Mulino Bianco, sottolineando che "finalmente viene raffigurata una famiglia reale e non immaginaria" e c'è chi invece si mette dalla parte dei bambini sostenendo che la vicenda di Emma "risveglia sofferenze in chi ha provato l'esperienza della separazione".
Il gruppo ha anche riferito di essere consapevole che lo spot che ha usato un linguaggio cinematografico non è tradizionale. La spesa "vista attraverso gli occhi e il vissuto di una bambina". Sarà poi "un gesto, fatto con la semplicità e allo stesso tempo con l'ingegno tipico dei bambini" che "svelerà, istante dopo istante, una storia densa di tenerezza che arriva al cuore e commuove con delicatezza". La campagna è firmata dall'agenzia creativa di New York Small e il cortometraggio è stato girato a Milano dal regista francese Rudi Rosenberg e prodotto da Indiana Production.
Il commento di Michela Vittoria Brambilla
Ecco cosa ha detto Michela Brambilla, presidente della Commissione parlamentare per l'Infanzia e l'adolescenza: "Il disagio psicologico di bambini e adolescenti figli di coppie separate è troppo spesso dato per scontato, e dimenticato, nella nostra società, come se fosse una conseguenza naturale e irrimediabile della fine di un rapporto. Esselunga accende i fari su questo disagio: è un'ottima cosa che l'attenzione sul tema sia richiamata da un'impresa che gestisce la prima catena di supermercati introdotta in Italia, ben radicata nel Centro e Nord del Paese, dove tradizionalmente i matrimoni 'tengono' di meno". Così commenta lo spot di Esselunga con i genitori separati che sta facendo discutere sui social. "Mi sembra un esempio virtuoso di comunicazione che coniuga l'attenzione al sociale con una spiccata sensibilità parlando di un tema sempre di grande attualità. Grazie a Esselunga, alla famiglia Caprotti e a tutti coloro che hanno lavorato per produrre questo spot, peraltro caratterizzato da toni delicati e commoventi”.
