Emanuele Pirella, the legendary and controversial advertising copywriter and journalist responsible for Chiquita Italia's current campaign slogan, '10 e lode' ('10 out of 10 and A for effort'), has died in Milan at the age of 70.
Mr Pirella was regarded as the father of modern advertising in Italy, developing a number of enormously successful advertising campaigns for some of the country's leading consumer brands.
During the 1970s, he shocked the Italian establishment and the Roman Catholic church with his campaign for the Jesus jeans brand, which featured risqué images and lines such as 'Chi mi ama mi segua' ('He who loves me, follows me') and 'Non avrai altro jeans all'infuori di me' ('Thou shalt have no jeans but mine').
He went on to setup the Lowe Pirella advertising agency, where he continued to perform the role of president, and the Scuola Emanuele Pirella.
No comments yet