Trabalhadores ao lado dos estudantes 
A Velosolex como estandarte
Maio de 68 e motos: como a crise estudantil e operária inspirou um anúncio
"É proibido proibir", gritavam os estudantes em França, cansados de uma sociedade burguesa e sem futuro, dando início a um movimento que alastrou pela Europa, entre nós com reflexos directos na Crise Académica de 1969 em Coimbra. Num desses dias de Maio, Gilberto Filippetti, acabado de chegar a Florença e encarregue de criar uma campanha para a nova Vespa, repara num rapaz que desenha um grafite onde se lê "não confies em ninguém com mais de 30 anos".E então o jovem publicitário Filippetti pensa:
"A new idea suddenly makes you grow older, and even if I wasn't so far on in years, I instantly felt decrepit. When he had finished painting his message, the boy turned his lucid, intelligent eyes challengingly towards us. At that time, eyes were the real status symbol. If you're twenty, you're in, I thought, if you're thirty, you're not, and a bit frustrated, I added: "You're working on the revolution, I'm working on Vespa!". Back at the office, I stared at the blank sheet of paper in front of me, reflecting on those words, and the idea. It would be nice to try and interpret this new reality for Vespa, in the language that was born from it. The ability to understand change as it is taking place, and to tune in to the wave-length of reality and information is a gift that either you've got or you haven't, I told myself, sophisms don't exist. Thinking of the boy, I felt I could do it; it would be enough to trace back every hypothesis for the presentation of Vespa to the roots of expression that lay at the basis of that behaviour. I meditated on the force of those words, which created a clear gap between two areas of belonging, pushing two cultures to come to grips with each other and fight. A generation war, joy vs. boredom. All good concepts, but I continued to see, on the blank sheet of paper, the same metallised-grey Vespa of the black-and-white films in front of me. Or else the autarchic little car-like Vespa of workers who commuted to and from work, stuffing the "L'Unità" newspaper between their pullover and their chest to protect themselves from the cold. And then there were the suggestions of the marketing office, to make things worse. I never used to give them a glance, but this time ... A) Sixteen million young people desire to become mobile; B) Extra-family integration; C) Self-affirmation; D) Post-adolescence frustration; E) Time-saving; F) Need for diversion and "leisure". I swear it, that was exactly what it said: "leisure". In the meantime, outside, that boy was continuing to paint out his new message, to rejuvenate society and free it from idiotic expressions like these, as he angrily bit into his apple."
Pequena história da Vespa em publicidade.
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