With the support of Ministry of Economic Development
The extraordinary commonplace
Two hands clap in slow-motion raising a cloud of white powder. It appears to be the making of a pizza chef with flour on his fingers. In fact, the on-screen text caption says “Pizza Makers?” But in the next scene we discover that the hands belong to an architect: the white powder on his hands comes from the large plastic model in gypsum powder of the bridge that he is designing. Another text caption tells us that Italy is the global leader in the creation of major infrastructure projects with 1,000 building sites in 90 countries.
A young couple with faces close together; he speaks to her and smiles. There appears to be complicity. The on-screen text caption says “Latin Lovers?” but we discover that they are two colleagues in an engineering department standing in front of a computer and talking about a mechanical joint. The text caption tells us that, in the manufacturing sector, Italy ranks fifth worldwide for surplus of exports over imports.
Someone is shaking two cocktail glasses mixing the coloured liquid in them. The on-screen text caption says “Party Addicts?” but when the frame widens, we discover that we are in a laboratory where two white-frocked researchers are working with cruets and alembics. A text caption tells us that Italy has the highest increase in exports in the pharmaceutical and biomedical fields. We produce more than one-third of contrast mediums worldwide.
A man gesticulates waving his hands as Italians often do to make their point. The text caption says “Gesticulators?” But when the frame widens we discover that the man is at a meeting where he is presenting industrial machinery: his gestures control the turning of the pages of the presentation. Italy – says the text caption - is the second biggest exporter in Europe with 100 billion Euros of goods and machinery.
The face of a woman with streaming hair quickly crosses the screen as if it were a merry-go-round. The on-screen text captions says “Eternal Children?” but when the view widens we see her on a zero-gravity simulator used by astronauts. Italy – says the text caption – is a leader in aerospace technology and is the third country in the world to have sent a satellite into orbit.
A woman looks proudly at a nest of fresh tagliatelle. The on-screen text caption says “Food Enthusiasts?” But when the view widens we discover that she is a quality control manager in a pasta factory. Italy exports goods worth 40 billion Euros in the food industry and related technologies – says the text caption – and this year more than 140 countries will be present at the Expo in Italy where they will show the world how to best feed the planet.
Someone is opening a bottle of champagne at the marina. The on-screen text captions says “Dolce Vita Lovers?” But when the view widens we discover that it’s not a VIP party at all, but shipyard workers toasting the end of work on a yacht they just finished. Italy – says the text caption – is undisputed leader in the building of super yachts with 40% of orders worldwide.
The public is keenly watching an emotionally arousing event on tiered grandstands. The on-screen text caption says “Football Maniacs?” When the view widens we discover that the spectators are on the steps of the Arena of Verona watching an opera performance. Because Italy – says the text caption – is the country with the greatest number of UNESCO world heritage sites. Italy The Extraordinary Commonplace.
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