Social responsibility is not just about fighting emissions by producing green cars. “For us at Lancia – explains the CEO, Luca Napolitano – it means making a big voice, taking concrete action against all forms of violence. We wondered if this was the right time to highlight a recurring drama and we decided yes. ”Thus it was born “Punch”, a spot (also visible on Youtube) against violence against women. “These are not images shot to sell cars – the manager reiterates – but to help those who fight difficult daily battles: we are by their side. I have three daughters, I am very sensitive to the problem. And Lancia, which today has an important female clientele, has wanted to take sides, while other women can underline their personality and character by buying, for example, the special series made with Alberta Ferretti, she is also involved in this campaign “.
The protagonist of the video is the actress Cristiana Capotondi, always engaged in social projects, which invites you to take sides in spreading an inclusive culture. “I put my face to tell many stories of women with wrong loves, I understood that they have the strength to get out of it, but they must be helped. It is not true that behind a great man there is a great woman, as is often said : we are equal, we need to educate future generations in this reflection, starting with children “.
The video “Punch”, made by Armando Testa with music by Flavio Ibba, offers strong, intense images. The actress arrives on the red carpet aboard a Ypsilon Ferretti, she gets off her and the crowd applauds her, the photographers are waiting to immortalize her. But she turns and shows the right side of her swollen face, cheekbone and black eye. She beaten by a man. People fall silent instantly. And perhaps he begins to reflect, while many other victims of false affections appear in the crowd and a voice in the background says: “Whoever uses violence on a woman does it on all of us. A gesture of love leaves its mark only on the heart”.
There are no ideal moments to launch an awareness campaign of this kind. “Every moment is the right one”, they say in Lancia.