Che is a ’ cos clichè? A stereotype. An image trivial to define a thing. Something easily recognizable in collective imagination to identify something that you don't know explain otherwise. Or simply something that you do not recognize and to avoid a bad figure is summarized summarily with a cliché. One of my favorites is on the Italians: pizza, mandolin, mom and mafia. Maybe the mandolin enter in the field of ridiculous and funny since times have changed, but for the rest I think that we don't move away from our very own parody.
Someone might have to argue about this my analysis of the uses and customs of my countrymen and then, to cut the bull's head, I prefer change course and take the classic example recognizable by everyone and universally appreciated: i French.
I admit with little enthusiasm that the power of suggestion-induced stereotype has ruined more than a vacation, summer and not, due to experience other than romantic that I lived and, unfortunately, Paris is one of these. Who on earth doesn't have an idea romantic, swinger and fascinating about the French capital? Probably people like me who have slammed the mug on the harsh realities.
Be good, don't get me wrong… Paris is beautiful: with art every corner, architecture sumptuous wisely preserved and history regal at each step there is little to complain about.
But in fact the romantic soul of every woman (and not only women) is tickled by years of clichè in black and white striped like long-sleeved shirts weared by the reluctant young Bohemian, with diabolical beard, who smoke leaning against a gas lamp in a dark and smoky night.
Or maybe you get lost in the cliché that have the same intense black color of the Basque, floppy, modeled on the face of a young Parisian girl, with the appearance of B.B., who hurried away with her shopping bag (Chanel naturally) filled with fresh salad still wet, freshly baked baguette, a clump of radishes and, of course, a copy of Le Figaro. Or maybe she prefer Sartre? For sure I am missing the background of melancholy on accordion Rive Gauche.
Ok, I know for sure that someone is smiling. It has done well, the image that drew myself is quite different, on my return in Italy, I consciously chose to ignore the systematic disrespect of the Parisians and their ferocious hatred for the English language. Imagine the Italian language. On the other hand I ate delicious and fluffy pancakes all Americans, and finally tasted the maple syrup and found a small but impressive colorful wine bar that refuses to sell French wine.
However, some people use clichè for living’ and who, with these, have paid the Bills. Gustav Johansson is the Director and artistic director of the advertising campaign the most romantic and impressive I've ever seen. With order we start saying that this is the new campaign for EF that sponsors its schools in Europe with a slogan that reads"live the language”. The purpose of the campaign is easy to understand: experience the city and experience the language. To understand a country, customs and traditions and learn the language you must go there to see the place. The protagonists are guys who travel and meet the difficulties and joys to know new people, have fun and learn. Perhaps the most powerful message is to get together and meet new people… wow... I want to leave!
The Director has captured in the romantic spirit expected to live when you're students and we start to discover something unknown and the cliché is the best way to sell something that you don't know. The product is very well built, also thanks to the typographic intervention by Albin Holmqvist in several key points throughout the narrative down to a few sentences or phrases with a seasoned minimal graphics but rich in meaning. Enjoy the show and if you passed your vacation as those boys and girls in the video... just smile.
The Director is Gustav Johansson, director of photography is Niklas Johansson, graphic design by Albin Holmqvist and the music of Magnus Lidehäll. The production is Camp David Films. If you wanted to travel try this EF Language Schools.
How nice this project with a taste a little’ retro romantic soul retrieves the adventurer and Bohemian student in all of us. What is your favorite? My course is Paris.
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