Wild boar brush commercial registered as a multimedia trademark, the 11th in Italy

The historic spot Paintbrush Boar in which a bicycle takes a clumsy painter through Milanese traffic with his large paintbrush and his dialogue with a traffic policeman who fines him, explaining that he does not need a large paintbrush but a big one, enters the elite of the most important media brands, again achieving a record as one of the first examples of Italian advertising to achieve this recognition.

The spot has been accepted in these days by Uibm (Italian Patent and Trademark Office) - Ministry of Business and Made in Italy -, a reference point for companies that want to enhance their corporate identity on the Italian and international market. Italian legislation, and the EU trademark regulation, now provide for the possibility of filing multimedia trademarks, i.e. consisting of a sequence of images and sounds, which become indicative of the product's origin, allowing the company to protect its exclusive use.

In Europe there are 144 multimedia brands, with names such as Netflix, Remy Martin, Amazon, Yves Saint Laurent: in Italy there are only 11, including Ferrero and today Pennelli Cinghiale.

First aired in 1982, the commercial, which is 42 years old this year, is one of the most iconic advertisements of the 1980s, created by Ignazio Colnaghi, also the creator of 'Ava as lava' and the chick Calimero.

Founded in Cicognara (Mantua) in 1945, Pennelli cinghiale is a leading manufacturer of professional brushes and rollers. At the end of World War II, it decided to switch from brooms to the production of brushes, choosing not to tie the brand to the family name, but to choose a symbol, the wild boar, to evoke strength and resistance.