Museum of advertising

With the acquisition of the RAI Spira collections thanks to the Piedmont Region, in 2002 the Castello di Rivoli founded the Museum of Advertising. The new department aims to present both advertising as such with particular reference to artistic and expressive languages and the influence of these on the social context and habits, and the culture associated with the world of business and communication strategies.

The collection includes over 2000 posters and original sketches dating from the 1930s to the 1980s, which represent a precious artistic and cultural record of Italian production. The RAI’s collection, formerly the property of Sipra, comprises for the most part of donations by the families of Dino Villani, Severo Pozzati (in art, Sepo), and of poster designer Nico Endel, and includes the work of such artists as Dudovich, Cassandre, Armando Testa, Gino Boccasile, together with posters from the Enit (Ente Nazionale Italiano per il Turismo, the Italian Tourist Board) and from other public bodies through the years. On top of the famous Carosello broadcasts that have become accounts of Italian habits, the collection’s audio-visual material includes spots for cinema and television, including the whole collection of advertising films that have won awards at the International Festivals of Cannes and Venice since 1954.

The Media library 

The Media library, operated via an advanced software developed by the RAI, brings together and renders useable the best of Italian and international advertising creativity.

To date, the Museum of Advertising has collected about 30,000 campaigns – television sports, printed advertisements and billboards – representing the period between the early 1950s and the present day. Of these, about 8,000 have been listed and inserted in the special software. The selection includes about 2,000 episodes of Carosello, with the characters that have helped form the Italian collective imagination between the 1950s and the 1970s. Among these is the historic spot for Martini & Rossi (“düra minga”…) for the newborn Italian TV service, starring Ernesto Calindri and Franco Volpi; Paolo Panelli in the guise of Ercolino for the Crema Bel Paese Galbani spots and the advertisements for Caffè Paulista by Armando Testa – with Caballero and Carmencita. The following years saw shorter but incisive spots such as one with an assertive Catherine Deneuve for the Lancia Delta LX (“oui, je suis Catherine Deneuve”), and for Levi’s, with the famous Be My Baby by the Ronettes.

Included in the material that can be consulted are the winners of the Grand Prix and of the Lions at the Cannes Advertising Festival from 1954 to 2008. Among these campaigns are some of a great social value, in defence of the environment, the prevention of AIDS and road safety.

In the posters sector, there is available the full set of the Benetton “United Colors” campaigns, many of which by Oliviero Toscani and all the campaigns and publicity initiatives – such as Look of the City – for the Olympic Winter Games of Turin 2006.

How to gain access

Info Media library and Museum of Advertising

Consultation of the documents is effected from the workstation with the assistance of the museum staff.

The public  can consultate the material thanks to a  pc, during the opening hours of the Museum

Students and researcher are admitted only by booking, from Tuesday till Friday in the following hours 10 am-5 pm. The consulting will be through pc with the assistance of the library personnel.

 The access to the Media Library will be possible after July 23d



Reservations: Castello di Rivoli Library from 9 am to 5 pm, Tuesday to Friday. Tel. 011 95 65 285 email: