New Il Milanese Imbruttito movie inspired by the hit brand comes to cinemas
Maurizio Distefano Licensing, which manages the licensing programme in Italy for Il Milanese Imbruttito, the witty and irreverent brand inspired by the people of Milan, has announced that the long-anticipated sequel to the 2021 film inspired by Il Milanese Imbruttito has arrived!
Entitled Ricomincio da Taaac and directed by Pietro Belfiore, Davide Bonacina, Andrea Fadenti, Andrea Mazzarella and Davide Rossi and produced by Giovanni Cova for QMI in association with Medusa Film and Ramaya Productions and in collaboration with Prime Video, it was released in cinemas on Thursday, 26 September.
In the film, Mr Imbruttito a disgruntled (the translation of his name) Milanese manager played by Germano Lanzoni, loses his job, home and family after the takeover of his company by an American multinational company, Blacksun, whose big focus is inclusion and sustainability. To make ends meet, in a touch of poetic justice, he is forced to do all the menial jobs he has always despised.
This sequel, set entirely in Lombardy, the region in Northern Italy whose capital is Milan, sees the return of all the characters from the Imbruttito world, including Brenda Lodigiani (as the Imbruttita), Paolo Calabresi (the visionary entrepreneur and environmentalist Aldo Brusini), Laura Locatelli (the Wife), Leonardo Uslengo (the Dwarf), Valerio Airò Rochelmeyer (the Giargiana or outsider), Renato Avallone (the representative of the State) in the cast, along with new characters and numerous guest stars.
The film is inspired by the popularity in Italy of Il Milanese Imbruttito, a highly successful social brand with a well-established licensing programme managed by Maurizio Distefano Licensing. Targeted at an adult audience, the brand enjoys success among a wide variety of licensees, including Cromo (greeting cards and homeware), Pon Pon Edizioni (stationery and calendars), La Casa de Las Carcasas (phone covers) and De Fonseca (slippers and lightweight outdoor and beach footwear).
After the success of its irreverent greeting cards, Cromo has decided to expand its product line by adding mugs and plates, which will be launched soon. Pon Pon Edizioni will also introduce a new product range including a calendar, a sticker pack and a notebook. In July, La Casa de Las Carcasas launched a collection of cell phone covers and accessories. The catchphrases of Milanese Imbruttito will also be featured on a series of products by De Fonseca, which will be presented in autumn/winter 2025.
Taaac, incidentally, is a Milanese catchphrase used when things are going to plan.
Maurizio Distefano, president of Maurizio Distefano Licensing, says: “The release of this movie certainly confirms the great popularity of ll Milanese Imbruttito. It’s also a major boost for the growing number of licensees – and potential licensees – of this distinctive and witty brand.”
