Enel chose Fiera Milano for its ad A city of the future: just the latest of the many guises that the Fiera Milano district has assumed, thanks to the immagination of the creative lot that chose it as a location. The latest coporate ad by Enel (which you can see here: http://www.youtube.com/watch?v=8lllGFODq0k), which is characterised by unusual scene snap-shots, ends with an important shot of the exhibition complex.

To the background music of “Your Love” by Ennio Morrione, the ad, developed by Saatchi & Saatchi, recounts technological progress in the energy sector, via a journey through time of an Enel technician whose truck, leaving in the 1960’s, reaches a future city where electric energy is used like petrol for cars. The various shots for the ad were created at Fiera Milano, in the uncovered parking lots of Large Nazioni, where the electric energy "gas station" which appears in the final scenes was built. In the ad it is possible to make out in the background the profile of the access ramps to the exhibition halls, which appear to be an elevated train track.

The versatility and originality of the structure continues to make Fiera Milano an interesting location. Before Enel, the district had already been chosen for other productions who made ads for ENI, Sky and Fiat. And it was transformed into a sophisticated back drop for fashion shoots made by top magazines and for videoclips for the singer Nek.

Fiera Milano news n.27 - july/august 2010