Introduzione

This text, is an original and unusual attempt to give social and relational action to celebrities who have always lived in the symbolic world of the brand. By implementing a reversal of roles between "the consumer" and "the brand", this paper aims to provide the reader with a point of reflection on the paradoxes of the current consumer society. The story in brief: Thanks to a rather singular event, Mister Clean, the Star soup woman, the cock of the Gallo rice, the Milka Chocolate cow, Calimero, Omino Bialetti, Capitan Findus, Carmencita, Caballero and many others brand characters have the opportunity to get out of their packaging and to outflow from their brand icon roles to embark on a real life. Here they are enthusiastic about human events and human feelings, in a sort of escape beyond their virtual, commercial, and media existence. Beyond the brand.