Franco Turcati, who started photographing Alfa Romeo cars in Turin, made significant advertising contributions, especially in marketing Suzuki motorcycles. His iconic 1965 campaign, 'Io Suzuki e Tu?', uniquely mixed motorbikes and female models, reflecting aspirations and trends of that era. However, it drew criticism from feminist activists and societal watchdogs which forced Suzuki to reconsider its advertising strategies. Turcati later expressed disappointment at the decline of creativity in advertising, attributing it to the rise of standardized digital design tools and the loss of traditional expertise among younger designers.
His late-career reflections reveal a nostalgia for the creativity and depth of earlier advertising, indicating a widespread homogenization in design with technological advancements.
This initial controversy led to a backlash from feminist groups, prompting Suzuki to rethink its advertising approach amid growing scrutiny over its messaging.
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