The 10 most famous advertising slogans of all time in Italy
- Italian voice actor
- Feb 12
- 3 min read
It's well known that advertising allows brands to create their own identity and familiarity with the public, but it's particularly curious that certain expressions and sayings that Italians use today in their daily conversations derive precisely from the most famous TV commercials.
An authoritative survey (urly.it/31dtaw) has shown that the Italian public also remembers the voice of the Italian voice actor in an advertisement (48%), as well as the music (62%), the physical features of the actor starring in the commercial (39%). However, nothing remains more impressed in the memory than a slogan that is often associated with the brand logo, becoming the official payoff forever (in some cases it can reach almost 75% of those interviewed).
In the 1980s, the slogans uttered by Italian voice artists on television were intended to persuade consumers to immediately purchase a product, generating a tangible increase in a company's revenue. Today, however, brands focus their efforts on creating marketing campaigns, on television, but especially on social media, that transform words into authentic value over time.
It is precisely time that has allowed us to fix these famous slogans in our minds and make them common and everyday use without distinction, also thanks to the use of the Italian accent in the voice talent.
Let's not forget that the importance of an Italian voice actor is crucial in giving an advertising message the right direction. It's often a matter of subtle nuances, timing, and studying a character for which to create the most incredible voice tone. All these elements undoubtedly make a commercial epic and unforgettable.
Here is the ranking of the 10 most famous advertising slogans in Italian:
10th place
Tomato sauce Pomi’
Slogan: “O così o Pomì”
This is a phrase that replaces a typical Italian saying that says: "Either way or not"; it represents an invitation to accept reality without wanting to seek impossible solutions to a question that needs to be resolved.
9th place
Chocolate Novi
Slogan: “Svizzero ? No, Novi”
A funny script that aims to underline how Italian chocolate, although not having the quality of the Swiss one, still has its great qualities.
8th place
Mineral water Ferrarelle
Slogan: “Liscia, gassata o Ferrarelle ?“
Famous Italian slogan that in just four words defines the unique characteristics of Ferrarelle, namely that it is a naturally sparkling water.
7th place
Cookies Pavesini
Slogan: “E’ sempre l’ora dei Pavesini”
With this phrase, the Italian speaker associates the biscuit with the hand of the clock, thanks to its elliptical shape.
6th place
Bitter liquor Montenegro
Slogan: “Amaro Montenegro, sapore vero“
The Italian voice actor's voice is deep and serious as he pronounces this sentence, while images scroll by depicting the heroic deeds of a veterinarian intervening in a complex situation by treating horses.
5th place
Canned tuna Rio Mare
Slogan: “Così tenero che si taglia con un grissino”
A slogan that dates back to the early 1960s and has continued to this day through numerous commercials and various Italian voice artists who have appeared over the years... and of course with increasingly fragrant breadsticks used to slice fresh, tender tuna.
4th place
Kitchens Scavolini
Slogan: “Scavolini, la più amata dagli italiani”
In this case, the phrase is always uttered by an Italian star of the entertainment world,much loved by the public, such as Raffaella Carrà, Laura Pausini, or Lorella Cuccarini.
3rd place
Coffee Lavazza
Slogan: “Più lo mandi giù, più ti tira su”
A slogan born with the first commercial performed by the great Italian actor and voice actor Nino Manfredi in 1985, who would link his face and his Italian voice to the Lavazza brand for a long time.
2nd place
Ferrero Nutella
Slogan: “Che mondo sarebbe senza Nutella”
This slogan is probably one of the most direct and sincere ever created by food marketing, given that I don't believe there's a place in the world where Nutella spread isn't available; it might even have already arrived on Mars aboard some satellite…..
1st place
Pasta Barilla
Slogan:“ Dove c’è Barilla c’è casa “
It's true, pasta tells a lot about Italians and their families, so Barilla has been able to express that sense of warmth that has spanned many generations, a warm and deep voice of the voice over in Italian, comments with this phrase on the emotional images of everyday life
If you're curious to see which commercials I've been the official Italian voice actor for, visit my website where you'll find some videos and several of my audio demos.
Comments