Let's Go To Italy, Principesa

When "Come To Jamaica", the holy grail of travel slogans, came out, I'm sure ad executives everywhere were thinking "How come I didn't think of that?" Come to Jamaica was pithy, pleasing, direct ,and coupled with the James Earl Jonesian voice and Bob Marley, forever ingrained in my head.

The folks over at Alitalia were probably looking for a similar short solution. It seems to me that they could have done a little better than reusing a Holocaust film title. When I happened upon this ad at a bus stop, it immediately invoked images of the movie, from the ad's clothing styles to the font design used. On closer inspection, the tag line "Let's go where LIFE is BEAUTIFUL" seems like an odd choice if anyone has the same guttural reaction I did. Don't get me wrong, I want to visit Italy. My wife really wants to visit Italy. But this ad ain't getting me there.

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