Interview (3/3)

Left to right: Paolo Doppieri, Emanuele Parrini, Alessandro Zonin and Giuseppe Catalanotto in Fuerteventura (Canary Islands, Spain)

Ottobre 17, 2024

Levente Kovacs interviews Paolo Doppieri for the “Creative Close-Up” column, dedicated to professionals from the creative industries worldwide. You can read the original article on the Reklámtörténet website by clicking HERE, or read an extensive excerpt below. PART 3.

Is there a defining moment in your own carreer?

My own nature is unrestful and perennially unfulfilled. I think that it’s too soon to answer this question. Anyway, I admit that I’m well aware of a number of small and big accomplishments that, step by step, helped me advance in my career path.

One of my fondest memories is my wife looking moved and thrilled at the end of the screening of my first 35 mm short film, “The Vanishing Killer”, at Torino Film Festival. In her eyes I found the same satisfaction I was feeling about having finally reached a cinema audience – even if it was the elitist one you usually find at festivals.

“My own nature is unrestful and perennially unfulfilled.”

What do you consider a defining moment in the history of advertising?

The first Macintosh TV commercial by Ridley Scott, I guess. It was broadcasted only once on January the 22th, 1984, during the Super Bowl.

It was the first time (or the first I’m aware of) that a commercial was announcing a technological breakthrough in relation to a specific product without ever showing it. They were definitely light years ahead!

Your favourite brand?

Playstation.

Do you remember the 1999 TV commercial? It was titled “Mental Wealth”, by the visionary English multimedial artist Chris Cunningham. It was a brutal, sick video marked by astonishing photorealistic effects. That’s how Playstation is: realistic and astonishing.

Recently I have been playing Uncharted 4, Red Dead Redemption 2 and Last of Us 2. I favor open-world video games because I found them really relaxing.

When I play with my Playstation I feel like I’m in a movie theatre right in the dim light of my home. It’s a very cool brand with an amazing communication style.

What’s the most beautiful word? Yes, WORD.

Abracadabra.

What’s your favourite traffic sign?

When I was a child I had a thing for the Uneven Road Sign because the two humps reminded me of boobs, and I have always had a thing for boobs.

Nevertheless, now I prefer the Deer Crossing Sign because of its implicit reference to life in the wild.