Sorrisi vs DiPiù

Mondadori

In September 2015 DiPiù magazine affirmed they are the top selling magazine in Italy.
TV Sorrisi e Canzoni magazine, market leader since forever, asked us to reply with an ad. Here it is.
TV SORRISI E CANZONI. NOBODY SELLS MORE
(DiPiù, name of the rival magazine means literally “more”)
 
Few days later DiPiù stated to have outdone TV Sorrisi e Canzoni in August. Our reply went like this.
ANNOUNCEMENT: IT TAKES MORE THAN ONE MONTH TO BE LEADER.