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Gavino Sanna: "Renato's good just to tell lies"

Di Stefano Filippi - Tuesday, January 27, 2009
Cagliari - After Kramer vs. Kramer, that's against Sanna Sanna. Five years ago, the advertising guru algherese created the highly successful "Best Soru" for the future governor of Sardinia, but today is behind the scenes of the campaign of Hugh Cappellacci, the candidate of the center. To which, distilling vitriol, suggested to compare Mister Tiscali AIDS: "If you know it you avoid it."
Gavino Sanna, in 2004 she did not know Renato Soru? "Of fame. I phoned him as he walked along the seafront. "
He was already playing in a game? "Not yet. I agreed to see him, from a Sardinian Sardinian respectful of success. There followed a month of silence, then Soru wanted to see me again. In Milan, at home, told me a story of Sardinia is so passionate and exciting that I felt inside of me my land, from what I flaunted communicator in the world. "
a charm. "This crazy to give up everything that happened for five years (he had solemnly promised to be a parenthesis), it struck me. Throughout the campaign I was with him, finding a difficult, cantankerous, with dark ravines, all of which I used as symbols of "sardines". "
And the fateful 'Better Soru "? "Mauro Pili, his opponent, he confessed to me that the day when he saw those posters on the walls of Cagliari had the clear feeling of having lost. Khomeini but this soon proved to be a Doctor Jekyll and Mr. Hyde. "When he saw? "His gratitude on the eve of the election victory was a text message:" Congratulations. Renato ". End transmission. Then began the nasty business. "
What? "I've told in a pamphlet," The peeing against the wind. " I'd say the key episode was the scandal of Tuvixeddu.
Soru that blocks the recovery of a degraded area in a Phoenician cemetery at Cagliari. "Stravolse a project already approved. The French architect He worked out a hymn in charge of the cemetery, writing that "we must have respect for and enjoyment of this atmosphere cemetery". "
He worked with President Soru? "I commissioned the new brand of the Four Moors, and the Hall of State for Tourism Exchange where the logo would be presented. He did not want the usual nuraghe paper mache but "an expression of the change we so often talked about". "
How did it end? "In going forward it halved the initial budget. Then they hacked my proposal. And those endless controversy Soru has never overlooking to say: look what Gavin has done what I said. " So
increased competition. "I had no hesitation when the staff asked me Cappellacci. I tortured the darkness, the sadness that has befallen my country in recent years. From there was born the slogan "back to Sardinia to smile." We have to rebuild, restore confidence and to dismantle the stories told in these years. "
The "lies in velvet dress." "Now tie but does not bring sweaters and velvet jackets like the shepherds. I'd like to know what designer they are. A master is a servant dressed as a cowardly towards the poor. "
He found a more effective motto of "Better Soru"? "The walls are filled with Sardinian my campaign of 2004, exactly the same, but then had a value, we hope, not today. So I created a "Best of Soru. The other slogan is "Be smart Sardinia" (calling the project "Beautiful Sardinia facts", ed) and "better together than Soru". "
What's it like to fight with himself? "In the morning I look in the mirror and I say today are better than you."
It's also the spot of the deflated balloon? "What we have sent, it's homemade, rustic but with great meaning." What do you think now
Renato Soru? "I answer with the caption to one of the many cartoons that I made: the number one public anemic."

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Gavino Sanna, author of the campaign posters for the center in Sardinia, he wrote 65 pages against the governor
The book of anti-Soru Sanna ' I was wrong about him "
" It 's a gentleman who would not for a friend, you must be loyal, he is one who takes you and throws like toilet paper "
There, he said:" Better than badly accompanied Soru. Here denies it: "Better Soru? Maybe not. " Last year 's (2004) Gavino Sanna, class 1940, the Italian advertising to the world's most awarded, the singer of Fiat and Barilla, returned to his native Sardinia and filled with posters for say that "not all that glitters them," that the center could make it, in that region was the best President Renato Soru possible. One year, a century ago. Today, the Divine Gavin has changed his mind, s 'is withdrawn furious at his home in Milan and has filled 65 pages of' a white book, The pee against the wind, to deny that Mr. Tiscali is the 'right man and that in the' island to sparkle something. He writes about money ever paid, provincial ungrateful. The guru who remove Soru: 'It would not for a gentleman friend. Such good friends, I do not need. We must be loyal, clean, open. He is one that you and disposable as toilet paper. " It gives you a liar, accused his colleagues of ' having stolen his ideas. It 'a violent outburst. 'L' I have hatched enough. Until the 'last, I hoped to have to choose between Doctor Jekyll and Mister Hyde. I speak of 'a man who seems to all but a gentleman and it is not. " Why do we put it together, then? 'It was him calling me. He told me he dreamed of Sardinia. I agreed to give him the election campaign. I became his alter ego, I am exposed to this' island 's beggars that s' to enhance the Balent, the Sardinians, this dance. I took slaps for him. " And he? "Disappeared. Maria said that Charter in Sardinia 's envy kills more than malaria: aesthetic Strapaese they attacked me for the Region stand at the Fair Milan, for the new brand of the Four Moors ... He, silence. It keeps my plans in the drawer, as if I had leprosy. And 'a man in gray, never smiles, surrounded himself with licking' s gold and undertakers' s ideas. Most of 'affection was a text message the night of the victory. Two words: "Congratulations. Renato". " Better to work with gl 'industrial? "Absolutely. Giovanni Rana was like Soru: did not know him, he had a product to sell, I tried, it has become famous. The 'only difference is that Rana is nice. " And yes she enjoyed the blessing of D 'Alema ... "Blessing ... Claudio Velardi was wondering what I was doing and tell me what I should do. He remained half an 'hour and left. " Skip to the center? "No, I do not care about politics. I worked in America in the Nixon campaign: there, if one does a candidate win, was carried in triumph. Here is a paltry thing.. " In courting the ... Polo "Romano Comincioli, Forza Italy, asked me to give up and support Soru Mauro Pili, candidate of the center. Pili is a friend, but there 'is the same dream. " And Berlusconi? "I've known him a long time. The first time was in Milan, a dinner of advertisers to Gaul. She stared at me. I was annoyed. He said, 'Dear Sanna, a young man wore his hair long like her. Then I cut them and my life changed. Let's make a pact: if you cut them, we give you the ". I never obeyed. " But you give yourself having fun ... "When I saw my campaign for Soru, has made me the compliments. He added: "Too bad that that is a fool". " On this, maybe you disagree ... "Soru things to do advertising. U.S. bases to Mary Magdalene: good fight, right, but then did not take home anything. The villas, two kilometers from the coast to ban them because there is in the public persona, not because we believe. Demagoguery. It 'a rich man buys poverty and distribution to people who do not want it. " Who needs' s a good advertising? "I only see old dancers' s vaudeville with laddered stockings, in all theaters of the Matrix, Ballarò, Door to door. Bertinotti is good communication. Prodi, no, can not even tell a joke, with that mouth-to-ass chicken. Bossi Berlusconi as "thieving Rome" is no longer, he must come up with something 'other'. And an unknown type Scalfarotto the primaries? "I do not care, do not sell: it is often the 'dress that makes the Monaco. One, however, c 'is: black is black, Sarda sarda, and slaps everyone. It's called Gavino Sale, an independent. In his madness, not going anywhere. But it is fascinating. The communication should all learn from him. "

Francesco Battistini - Corriere della Sera - October 8, 2005