Yoghurt Rules!

I generally watch Italian television to start to learn the language and to understand the culture a bit more. This is of course quiet subtle but with a business eye I have spotted a new thing that I have not seen before in terms of commercials. Everybody know the classic commercial that takes around 30 seconds and generally served in between films or long programs. Well, the Italians are be able to squeeze an advert in during a football match when the referee is writing down the booking of a player. This on itself is not very remarkable but than there is the extended infomercial. I spotted that one when I was trying to watch “Who wants to be a millionaire’. The presenter announces the break and I am expecting plenty of commercial and there is only one. During which the presenter is present, although he has had a change of clothes.

The particular one I saw was filmed in a trendy living room with the presenter talking to a beautiful lady (of course not his wife) that feels hungry. He acts (and pretty lousy) that he has the solution and opens a SMEG fridge that is filled (top to bottom) with one type of yoghurt, he picks one and serves it to her. Apparently this yoghurt does more than many men have tried to achieve cos she seems to getting quiet excited about. MMMMMMMM, cremoso, mmmmm Buono etc etc. This yoghurt is providing her with an orgasmic sensation that of course was well-known to the presenter but now shared with us in an intimate environment. A final close up of the packaging and the slogan and we are back at the show. The presenter looks like nothing happened but it sort of feels that he has a lot of explaining to do to his wife.

This type of infomercial is close to hidden camera programs that show cheating husbands, although that never involves yoghurt and the presenter of a quiz show.