Do it all'inCirca

This year’s advertising campaign marks a new change of pace. Over the past two years, we have tried to present our personal vision of the world through circus images: it seemed important to us that, despite the references to Chaplin’s “The Great Dictator” (2021 campaign) or the vaguely pacifist messages of “Train Peace” (2022 campaign), the advertisement should contain a virtuous, circus-like gesture. This year, in the images that accompany our invitation to join the Circo all’inCirca community, there is no circus. At least not the classically understood circus. It is a reflection on our cultural and sporting proposal: it seems urgent to us to affirm our difference from the “performance” logics that govern much of common sense, because the circus actually runs the risk of becoming pornographic, so to speak. The specificity of the pornographic industry is precisely its “performance”: the viewer is interested exclusively in the performance that happens on the screen, he is certainly not interested in the narrative processes or the dramatic plots that led to the act he is watching. The paradigm of performance today risks becoming the only parameter of evaluation in the countless activities we carry out: even our holidays risk being judged by the number of likes that the perfect photo will get on social media. In the world we have built here in the West, what counts are the results, the final grade and the performance. We were sorry that some - albeit few - parents at the end of the year claimed that their children “had not learned to do the gymnastics exercises” found on the countless YouTube videos when in front of them was the result of a year of work in breaking down adolescent prejudices about their own body and the bodies of others, when the show on stage was completely created starting from the creativity of their own children.

If Circo all’inCirca is truly committed to proposing alternatives to the logic of the world, if we are truly a “break from normality” then we are not afraid of exposing ourselves in front of the public, showing normal bodies - not performing ones - to advertise a gym. Remove the circus virtuosity. We decided to wink at the advertisements that use a certain “pornography of performance” by showing perfect bodies while doing equally perfect exercises. We tried to reinterpret all this in our own way, trying to put in that little sense of humor that we would like to be the hallmark of all our proposals.

It is not about demolishing the constructions of our society, we would not be able to do that in the slightest. It is rather about reinterpreting the way we live by proposing alternatives even when it seems that the commercialization of bodies and the pornographic drift of our world is consuming our souls, paralyzed on the scroll of the phones in the ephemeral attempt to find the latest incredible performance. Of course, the classically understood circus show was this, pure performance. However, the style of circus that we claim today is much more. It is a community of people, it is training and teamwork, it is the understanding necessary to build new universes of meaning beyond the exhausting logic of mutual interest, results and profit. Reflecting on all this we ended up talking about the numerous couples that have been created within the Circo all’inCirca courses - some of whom now have children. Small aside: in the logic of performance, love is completely anachronistic and that is why we like it so much. The slogan “do it all’inCirca” was born from the irony about our role as a marriage agency. A way to invite you not to surrender to the logic of this world, but to interpret it in your own way. An invitation to make your attendance at our courses a resource of meaning rather than a gym where you can measure the growth of your muscles. A place where you can weave relationships and find meaning at the end of your working day. This is the proposal we would like to offer you… in addition of course to all the circus techniques, the hard work of sports, the construction of specific physical skills, etc… What matters is not only the circus, but also and above all the style with which we interpret it. For this reason we invite you this year to do it all’inCirca with us. We are waiting for you!