Lamborghini drops ad campaign featuring girls in crop tops
Lamborghini drops ad campaign featuring provocatively dressed young teenage girls posing in front of their cars following outcry
- Lamborghini hired renowned Italian photographer for advertising campaign
- But her image of a teenage girl with an exposed belly sparked a backlash
- The automaker deleted the photos after criticism from the mayor of Palermo
A Lamborghini ad campaign featuring teenage girls in crop tops posing in front of luxury cars sparked backlash in Italy.
The auto giant commissioned a renowned Italian photographer to take a series of evocative photos in Palermo, one of which showed a teenage girl with an exposed stomach sitting in front of a yellow supercar.
The online ad campaign portrayed the Sicilian city as “like a girl, full of hopes and dreams”, but critics were quick to criticize the campaign on social media.
The mayor of Palermo called for the advertising campaign to be suspended and the photos have since been removed.
Controversy: This Lamborghini ad photo – which the automaker shared online – sparked a backlash in Italy and led to the ad campaign being removed
Two girls kissing in front of a yellow Lamborghini sports car in one of the photos from the critical advertising campaign in Italy
Lamborghini had hired 21 photographers to take a series of photos with supercars across the country in what he called a “declaration of love to Italy”.
The recruits included Letizia Battaglia, a veteran photographer known for representing the Sicilian Mafia in the 1970s despite death threats from the mob.
However, her photos of young girls with supercars in Palermo turned out to be a flop on social media, where Lamborghini posted them with a caption describing Palermo as a “city that looks like a little girl, full of hopes and dreams. “.
One reviewer said: “There are other ways to showcase beautiful Palermo. Certainly not the association of girls and luxury cars, which I find in bad taste.
The mayor of Palermo, Leoluca Orlando, said the city had approved the idea of a Lamborghini-backed “photographic project” celebrating the beauties of Italy.
However, he said he was not shown the photos of the young girls until they appeared on social media.
“I really admire Letizia for her love for Palermo and the children of this city, but these messages send the wrong message,” Orlando told The Times.
“I do not approve of the commercial use of the bodies of women and children.”
Another of the photos showed a girl twirling her hair in front of a seaside supercar
Another girl who appeared in Lamborghini publicity photos the luxury car company posted online
Lamborghini has recruited famous Italian photographer Letizia Battaglia (pictured), known for taking photos of the Sicilian Mafia
Battaglia herself rejected the criticism, saying she was “saddened by these reactions”.
“To me, Palermo is a growing up innocent-looking child,” she said, according to Corriere della Sera.
A group of Italian art directors said Battaglia had probably “pursued an idea that was close to his mind, the child of Palermo, without realizing that it had delivered anything else.”
“The only thing is that the women here are girls,” group director Vicky Gitto told Italian media.
A statement from Lamborghini to Palermo Today said: “We especially wanted Letizia Battaglia in the team of 21 Italian photographers because we share her values and the sense of responsibility she has always shown in her work.
“When we decided to involve him, we were well aware of the strength and impact of his photographs, given his long career covering topical and sensitive topics.
“But, for those who know her, it is well known that her art and her subjects are strongly focused on portraits of young female figures, which represent for her a vision of dreams and hope.”