Italian tourism ministry savaged for makeover of Botticelli's Venus as an influencer

May 12, 2023 at 4:33PM
People watch on a computer monitor the latest Italian Ministry of Tourism nine-million-euro campaign showing Botticelli's Venus depicted as a virtual influencer in Rome, Wednesday, May 3, 203. A nine-million-euro advertising campaign by Italy's conservative government that has transformed "The Birth of Venus," painted by Renaissance master Sandro Botticelli in Florence around 1485, into a virtual influencer has met with widespread derision. (AP Photo/Gregorio Borgia)
People watch on a computer monitor the latest Italian Ministry of Tourism 9-million-euro campaign showing Botticelli’s Venus depicted as a virtual influencer in Rome. (Associated Press/The Minnesota Star Tribune)

Venus the Influencer

The Italian tourism ministry thought it had a surefire way to bring travelers into the country: turning a 15th-century art icon into a 21st-century "virtual influencer." The digital rendition of Venus, based on Botticelli's masterpiece "Birth of Venus," can be seen noshing on pizza and snapping selfies for her Instagram page. Unlike the original, this Venus is fully clothed. But the new ad campaign is facing significant backlash — with critics calling it a "new Barbie" that trashes Italy's cultural heritage. Already the new Venus has been memed mercilessly. "Perhaps Botticelli would not be happy about this," said Massimo Moretti, a professor of art history at the University of Rome, Sapienza. Other gaffes include a promotional video featuring a winery in Slovenia, used as a stand-in for Italy.

Associated Press

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