A huge poster of a banana in front of Rome's Trevi Fountain sparks a huge controversy.

The giant image of a banana held by a woman with red-painted nails and the slogan "won't melt" displayed in front of the Trevi Fountain has sparked a huge controversy. The temporary advertisement, which covers the scaffolding of a building undergoing renovation, disrupts the view of one of Rome's most famous and visited monuments, second only to the Roman Colosseum (in the first six months of this year alone, there were more than 5 million visitors).

The dealer and the authorization process

The message celebrates the benefits of this potassium-rich fruit compared to a summer classic, ice cream, which tends to melt in the heat. The advertising company is One, which, as explained on its website, has been in the market for 15 years, supporting brands in the design and implementation of campaigns and events. The goal is none other than "to surprise, amaze, and connect with as many people as possible."

With a presence in numerous Italian cities, One manages advertising spaces in the capital's main areas : Piazza di Spagna, Piazza dell'Esquilino (above the Basilica of Santa Maria Maggiore), Piazza di Pietra, Via del Tritone, and Via del Corso. In most cases, these are luxury brands, from fashion to jewelry, or major technology giants. The administrative process for installation requires submitting an application to the Campidoglio Sign Office, a unit of the Department of Productive Activities. The application is reviewed and, if it meets all requirements, is authorized by a resolution. The municipal regulations on advertising and public signage prohibit "the display of advertising whose content contains gender stereotypes and inequalities, conveys sexist or violent messages, or represents the commodification of the female body."

Perplexity, jokes and winks

The giant plane tree's location in one of the most visited and photographed spaces on Instagram raises eyebrows , while both Romans and tourists are unaware of its suggestive content, highlighted by laughter, winks, and jokes. A visual short-circuit contrasts with the Jubilee's Renovatio Urbis , which included, among other things, the late Baroque masterpiece, restored last December after three months of work at a cost of 327,000 euros. The project, in addition to restoring the marbles to their former splendor, also introduced a new visiting method—no more than 400 people at a time to avoid overcrowding—which Mayor Roberto Gualtieri defined as "a more civilized way" of enjoying this great beauty.