– The emotional supporter and the superpower of the image
The worldwide craze for the ultra-emotional Nati fan proves how much images now dictate our lives.
OpinionLucie Monnat
—
Thursday morning in Geneva, through the window of a stationary tram, I lazily observe an old lady dragging a heavy shopping cart. Here she tries to push open the heavy metal door of a building, in vain. The scene takes place right next to the terrace of a rather crowded cafe. Accompanied or not, the occupants almost all have their noses in their smartphone. No one notices the sweat that begins to bead from the kerchief covering the frail lady’s forehead, whose meager strength is not enough to overcome the obstacle.
I know what these coffee drinkers are looking at instead. They laugh in front of this umpteenth “meme” of Luca, this ultra-committed Nati fan whose desperate and exalted expressions have been around the web, subject to multiple comic variations. Arrested when he got out of the plane back from Bucharest by RTS cameras, this Jurassian looked bewildered in the face of this sudden celebrity. “I’m a fairly discreet person, so it’s nice a day or two, but I hope it will fall,” he said then.
“Luca, 28, has a good grasp of our times – and how to capitalize on them.”
A few hours later, the shy supporter despite everything created an official account on social networks, in particular to centralize media interview requests. In a few days, he obtained a plane ticket offered by Swiss to attend the Switzerland-Spain meeting on Friday, an offer of drinks from Red Bull and a proposal for a relaxing weekend from Switzerland. Tourism.
Luca, 28, understands our times – and how to capitalize on them. The power of the image is more powerful than ever. There is of course the spectacular example of Cristiano Ronaldo, who withdrew the Coca-Cola bottles placed in front of him at a press conference because he promotes healthy eating. This simple gesture provoked a decrease in capitalization of $ 4 billion of the brand group.
Fortunes for influencers
But there are also all these “influencers”, most of them from reality TV, who accumulate real fortunes just by posting videos and photos on their Instagram account. Depending on their notoriety calculated in number of “followers”, a simple photo posed with a branded bag or a beauty product can bring them several tens of thousands of euros. Several of them have become multimillionaires, like Geneva’s Nabilla. Brands have understood that we never look up from our phones again.
While I was hesitant to post a video of the old lady on the networks so that someone would finally notice her and come to her aid, a resident of the building suddenly opened the door on the other side, wanting to cause her to lose her balance, but freeing her from her epic worthy of Sisyphus. I was finally able to immerse myself in the contemplation of my screen, in search of yet another variation of Luca, the emotional supporter.
– The emotional supporter and the superpower of the image
The worldwide craze for the ultra-emotional Nati fan proves how much images now dictate our lives.
OpinionLucie Monnat
—
Thursday morning in Geneva, through the window of a stationary tram, I lazily observe an old lady dragging a heavy shopping cart. Here she tries to push open the heavy metal door of a building, in vain. The scene takes place right next to the terrace of a rather crowded cafe. Accompanied or not, the occupants almost all have their noses in their smartphone. No one notices the sweat that begins to bead from the kerchief covering the frail lady’s forehead, whose meager strength is not enough to overcome the obstacle.
I know what these coffee drinkers are looking at instead. They laugh in front of this umpteenth “meme” of Luca, this ultra-committed Nati fan whose desperate and exalted expressions have been around the web, subject to multiple comic variations. Arrested when he got out of the plane back from Bucharest by RTS cameras, this Jurassian looked bewildered in the face of this sudden celebrity. “I’m a fairly discreet person, so it’s nice a day or two, but I hope it will fall,” he said then.
A few hours later, the shy supporter despite everything created an official account on social networks, in particular to centralize media interview requests. In a few days, he obtained a plane ticket offered by Swiss to attend the Switzerland-Spain meeting on Friday, an offer of drinks from Red Bull and a proposal for a relaxing weekend from Switzerland. Tourism.
Luca, 28, understands our times – and how to capitalize on them. The power of the image is more powerful than ever. There is of course the spectacular example of Cristiano Ronaldo, who withdrew the Coca-Cola bottles placed in front of him at a press conference because he promotes healthy eating. This simple gesture provoked a decrease in capitalization of $ 4 billion of the brand group.
Fortunes for influencers
But there are also all these “influencers”, most of them from reality TV, who accumulate real fortunes just by posting videos and photos on their Instagram account. Depending on their notoriety calculated in number of “followers”, a simple photo posed with a branded bag or a beauty product can bring them several tens of thousands of euros. Several of them have become multimillionaires, like Geneva’s Nabilla. Brands have understood that we never look up from our phones again.
While I was hesitant to post a video of the old lady on the networks so that someone would finally notice her and come to her aid, a resident of the building suddenly opened the door on the other side, wanting to cause her to lose her balance, but freeing her from her epic worthy of Sisyphus. I was finally able to immerse myself in the contemplation of my screen, in search of yet another variation of Luca, the emotional supporter.