Naples residents protest giant deodorant advertisement in Piazza Dante

A large-scale advertising installation featuring a giant intimate deodorant package has sparked protests in Naples, Italy. Located in Piazza Dante in front of the Convitto Nazionale Vittorio Emanuele II, the structure is part of a promotional event for the brand Chilly, owned by the Bolton Group. The installation, organized by Haibun and authorized by the Municipality of Naples, is scheduled to remain in place until September 20.

Local civic committees and associations dedicated to protecting historical heritage and the UNESCO World Heritage site have voiced strong opposition. Critics, including Antonio Pariante of the Santa Maria di Portosalvo Committee and Bona Mustilli of the Progetto Napoli association, argue that the massive structure is incompatible with the architectural and landscape context of the historic area.

The controversy has reached the Ministry of Culture. Local councilor Pino De Stasio has formally requested that Minister Alessandro Giuli instruct the relevant Superintendency to verify the legality of the installation and its compliance with cultural heritage protection laws and urban decorum regulations.