"Jovanotti effect" for a Calabria Straordinaria

A "spot" in music that is pure energy, a rhythm that cannot be resisted, an explosion of colours immersed in the beauty of Calabria.

The video clip of Jovanotti's song, "Alla Salute", directed by Calabrian director Giacomo Triglia, shot between Scilla and Gerace, immediately won everyone over to the point of speaking of a "Jovanotti effect". Beginning with the spontaneous and warm participation of the locals, involved by the artist in an unusually summery month of May, to the boom in attendance recorded in Scilla and Gerace itself immediately after Jovanotti's passage. A contagious enthusiasm that positively conveyed the region's image inside and outside its borders. A bet totally won by the Tourism Department led by Fausto Orsomarso, as part of the Calabria Straordinaria project with the support of the Calabria Film Commission directed by the extraordinary commissioner Anton Giulio Grande.

It was Jovanotti, looking out from the balcony of his room in Scilla, who sponsored the beauty of these places on social media on the eve of the shoot. A mutual love with Calabria and the Calabrians, which led him to declare in an interview: "I had the time of my life, I didn't even feel like I was shooting a video, it was like taking part in a street party. It was really nice, the people were fantastic". And again: "I chose Calabria because it is the heart of the Mediterranean".

A Mediterranean with the intense tones of Costa <viola, the crisp air, the welcoming people, where life is celebrated with the inevitable toast "Cheers".