In consumer society, where all echoes are adulterated - Karl Marx is the man of chocolate with the caramel layer and Che Guevara has killed Spider-Man - identity becomes a main topic. Keeping it and being involved as little as possible by the obsession with buying, is a primary matter.
Leopoldo Canapone, protagonist of Dear Customer, every day witnesses the procession of customers infatuated by the commercials and promotional offers. He also knoews a lot about nicknames and, above all, he had an identity. Aspiring actor, he was sure in the end he would enter the Cinecitt‡ Studios. He wrong a few hundred meters. Years later, he stamped the card in the supermarket near to the film establishments, but after all, also it was art because, as a sales clerk, he had to wear a mask and smile to the audience.
"The customer is a fucked customer and not a fucking customer" - Leopoldo Canapone.