In the commercial various (kitchen) items are seen floating upwards and unexpectedly coming to rest on the ceiling. Our view of the scene is instantly changed, the kitchen is now upside down due to the extraction fan of the revolutionary stovetop Nikola Tesla, the protagonist of the film. The image of the upside down kitchen reflects the philosophy of the brand, a brand committed in offering the most innovative and advanced ways of experiencing the domestic environment.

Although there are no particular indications regarding understandability we can point out that our country has an unequivocal tie to the world of cuisine in preparing food (the kitchen is still considered the centre of home) and this commercial will attract and encourage Italians to admire their traditional way of cooking through new eyes.

When our film director received the script he was thrilled that the core message was beautifully connected with the twist of the story.It was evident that the “Elica hyperbole” needed to be authentically seen and felt. It was important that the actors could interact with tangible objects that felt alive. Therefore an entire house was designed allowing to control every detail: from the colour palette to the big translight outside the windows. Even the music was entirely composed! Our director was focused in creating a world where concept and product can totally live together. Archimede's quote “Give me a lever and I will move the world” resonated throughout the production of this film. The irony of a crew building a system of ropes and pulleys to physically lift the furniture for a state of the art, futuristic product encompassed the feeling of the shoot.