Fernet Branca is an after dinner digestive drink in Italy that is now not as popular as it was once. In the 70’s however, it was very fashionable and most people who drink it now picked up the habit years ago. Above is a Carosello or cinema advertising video with a musical theme from Franco Godi. After the jump is another of his videos, nicknamed “The King of Jingles”.

Made in Milan, Fernet Branca comes from a secret Italian recipe and is the amalgam of names ‘fer net’, in Milanese dialect meaning “clean iron”, and the surname of the woman who invented it.

It is drunk after a meal and is part of a large range of amaro in Italy: after dinner liquors purported to help you digest. I have never tasted it as the very idea it was once a medicine turns me off. But I have seen plenty of oldies drinking it after dinner, so maybe it could be Italy’s answer to old age and longevity.

Continue reading: Carosello, Italian cinema advertising: Fernet Branca psychedelic ad, 1974

Sergio Tofano is known as one of the most talented comic book authors in Italy. Born in Rome on August 20 in 1886, he died on October 28, 1973 after a varied career which also involved acting, producing and writing books for children.

Tofano’s nonsensical humour was ahead of its time, though he is most noted for his famous character, Signor Bonaventura. Bonaventura was a bizarre man who was always getting into trouble, and never with any money at the beginning of the comic strip, it usually concluded with him becoming rich, waving a cheque of “one million”.

There is an official Sergio Tofano site, while in the video above you can see a “Carosello”, or Italian cinematic advertising, from 1959 for Lanerossi. (The Italian woolen mill Lanerossi was subsequently bought in 1987 by Marzotto and the facilities were progressively unassembled).

Continue reading: Italian books: Signor Bonaventura Italian comic strip, by Sergio Tofano

Carosello in 1959 was one of the most seen tv shows in Italy and Fausto Cigliano who back then had just won the Festival of Naples, an important song contest, with “Sarà chi sa”, was hired to do a commercial on the show.

The singer who was nicknamed the accountant with a guitar, because of his former job as an accountant, was so popular that after 50 years people still buy his albums..even online. Here below we enclosed a few video showing the famous singer. Enjoy!

Song list: Simmo or We are; Napule, paisà or Naples, good fellow; Furturella; Chiove or It’s raining

Continue reading: Carosello: serenata napoletana by Fausto Cigliano

The director Ermanno Olmi, thanks to this 1969 Nescafè commercial or Carosello, gives us a moment of true poetry showing us Rome in the dawn’s early light.

Continue reading: Carosello: the 1969 Nescafè commercial

As we continue with our look at Carosello, the film-like advertising from Italy of the late 1950’s, here is a strange ad for Pirelli tyres. A drawn-out storyline, basically a family visiting Africa in the stone age is saved by Tarzan Pirelli.

Tarzan explains that we’re no longer in the stone age, and now you can travel safely with Pirelli tyres. Have a look for some early animation and the usual slapstick Italian humour. Go to the Pirelli Pzero for information on the brand which now includes a shoe range and other clothing.

Continue reading: Carosello: Pirelli from the stone age to Pzero web

This is a very romanticised view of Tuscany and you would be forgiven for thinking it’s a tourism initiative. While in part it does tour Tuscany, it’s all sponsored by Carapelli Olive Oil. Today’s Carosello gives us a glimpse of Tuscany before it became the mecca for English and American expats wanting the a slice of the dolce vita.

Continue reading: Carosello: extra vergin olive oil from Tuscany takes us on a tour of the Tuscan countryside

This is actually quite a raunchy advertisement, but then what should we expect for a beer? This effort comes from Peroni in 1968, to advertise its Italian made beer. After two adventurers are lost in the desert and are seeing mirages, German model Solvi Stubing appears. On the question, “but who are you? Are you real?” she answers: “Call me Peroni, I’ll be your beer”.

Continue reading: Carosello: Chiamami Peroni, sarò la tua birra!

Here we are with the third episode of Carosello. This time the beautiful Carmencita after being kidnapped by a cruel bandit is rescued by her young lover Caballero, who at the end of the story turns into Paulista; a handsome Mexican that actually was the logo of the famous Lavazza coffee brand. Here’s the first episode of the remake of those old, endearing commercials . An unexpected comeback in an era, now totally dominated by The Internet

Continue reading: Carosello: Carmencita & Paulista in the Lavazza Coffee commercial

In 1957 Rai, the Italian public service broadcaster, wanted to develop a new format and air advertisements to its audience, so it decided to launch Carosello; a television series entirely dedicated to commercials. The series was an instant, smashing success. Back then Commercials were modelled on theatrical sketches and were also accompanied by the sound of trumpets and mandolins. The curtains would magically go up and the actors come out on the stage.

The first words they pronounced were always to be repeated at the end of the show to advertise the product , but people more often than not were puzzled because it didn´t seem to make any sense at all. Carosello began in 1957 and ended for good in 1976. It was always aired at 8.50 p.m and every commercial lasted 135 seconds. Children would eagerly wait for it and then go to bed at nine o’clock when the show ended. Many Italians feel still nostalgic about it. It reminds them of happier days; of an era now gone for ever. On the whole, Carosello was a source of creativity and many directors and artists drew their inspiration from it.

The great Italian singer Mina that you can see in this video was hired to do a Barilla commercial! After all many celebrities appeared on the show and got their place in the sun thanks to it. Now - time for you to press the button and enjoy Mina singing among mounds of…. spaghetti and tagliatelle!

Continue reading: Carosello: Mina in the 1967 Barilla Commercial

Here we are with our second episode of Carosello! This time Gigliola Cinquetti is singing “Sooner or later you will call”; the commercial was sponsored by Lambretta, the famous scooter!

Continue reading: Carosello: Gigliola Cinquetti in The Lambretta commercial