Giro d'Italia starts at Brera Art Gallery: promotion of the race starts from the Milanese museum

A totally unusual promotional launch for the Giro d’Italia: the 2020 edition, number 103 of the pink race, will be held in October (it was postponed due to the coronavirus) and the promotion starts from the Brera Art Gallery. In fact, the first ad for the cycling race, launched today, features renowned Slovak champion Peter Sagan (three-time consecutive world champion from 2015 to 2017, one-time European champion, winner of a Tour of Flanders, a Paris-Roubaix, and three Ghent-Wevelgem) wandering around as a museum visitor in a group following a museum guide.

In the course of the tour, the guide finds himself illustrating several works: Caravaggio’s Supper at Emmaus Raphael’s The Marriage of the Virgin, Antonio Canova’s Napoleon as Mars the Peacemaker. And Sagan (who is also known in cycling circles for his... comic talent) finds himself always finishing the guide’s sentences in a know-it-all manner, making her nervous. Whereupon another visitor asks him how many times he has done “the ride,” and Sagan (dressed in a blue shirt, cache-col and painter’s cap) responds by saying that... this is the first time. In fact, the rider has never taken part in the Giro d’Italia, and the 2020 edition will actually represent his debut at the event.

The Giro d’Italia promotional project this year aims to unite the sports race with the specificities of our country: the idea is that the Giro gives people a way to learn about the art, culture, music, and talents of Italy. “The communication project for my debut,” Sagan explained, “I liked it very much right away. I also had a lot of fun preparing it and learning in depth about Italian excellence and talents. By now I have become an expert in art, music, cuisine and fashion.” Indeed, the slogan is “a film that starts among Italian excellence.” The video shot in the Milan museum can be seen on the Giro d’Italia website.

Giro d'Italia starts at Brera Art Gallery: promotion of the race starts from the Milanese museum

Warning: the translation into English of the original Italian article was created using automatic tools. We undertake to review all articles, but we do not guarantee the total absence of inaccuracies in the translation due to the program. You can find the original by clicking on the ITA button. If you find any mistake,please contact us.