“Milano è positiva, ottimista, efficiente” (“Milan is positive, optimistic, efficient”), a man’s voice murmurs huskily, over a saturated video collage of Milan’s yuppiest set. This, the voice croons, is a city that “rinasce ogni mattina, pulsa come un cuore” (“is reborn every morning, that beats like a heart”). Forget the slow living of the Italian “dolce vita”, here we are shown the roar of traffic, technicolor lights, the clamor of businessmen and women in packed bars.

This is a city in the midst of an economic boom, a city where people work hard and play harder. “Milano,” the voice continues, “è da vivere, sognare, e godere” (“to live, dream, and enjoy”). The camera pans out to a shot of Milan’s skyline, high rise buildings on proud display. Out from the pulsing glow rises a bottle of Amaro Ramazzotti. “Milano da bere,” the voice concludes, that now notorious slogan flashing across the screen.