Advertisement with Elisabetta Canalis which promotes the mineral water San Benedetto has been suspended. In addition, San Benedetto has signed the commitment to draft a “new communication to overcome the critical issues identified”. The decision was made by the Control Committee of the Institute for Self-Discipline of Advertising after a controversy arose on the Instagram page of Aestetica Sovietica (profile dedicated to social, cultural and political analysis) at the end of August, which underlined the inaccuracy of the news on the breakfast. The commercial starts with the images of Elisabetta Canalis after waking up in the morning. The scene features the showgirl realizing she burned the rusk in the toaster and decides to leave with just a bottle of San Benedetto water.
In the following pictures, Elisabetta Canalis speaks with her self-portrait in the foreground on the cover of a magazine congratulating and asking: “Always in great shape! But what is your secret?”. The answer is: “I listen to my body and drink a light water with many valuable nutrients (calcium and magnesium)”. According to Soviet Aesthetics, the advert suggests that water can replace a meal thanks to its “valuable nutrients” (which is very difficult given the ridiculous amount of salts in water and the lack of calories).
https://www.youtube.com/watch?v=IJeAyaIz8qA
The Control Committee of the Institute of Advertising Self-Discipline censored the news, noting the commercial’s criticisms that “it seems to indicate beyond intentions that Canalis’s breakfast was ruined by the fact that the slices of bread she was toasting were somehow burned.” compensated by a light water but with many valuable nutrients”. The Committee also points out its inaccuracy when the text emphasizes the presence of valuable nutrients such as ‘calcium and magnesium’. These are mineral salts that are also present in other mineral waters. For this reason, legislation on advertising messages for food products prohibits the promotion of a characteristic common to all products in the same product category. The spot – emphasizes the Iap Control Committee – seems to give a value to the water of San Benedetto for the presence of these salts, despite the law.
© Reproduction reserved – Photo: Spot San Benedetto
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Roberto Lapira
Professional journalist, degree in food preparation science
Mineral water censors Elisabetta Canalis San Benedetto advertising 2022-10-04
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