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In the 1960s, the Vespa represented the search for liberty and the aspirations of a generation seeking release from the stifling hardships of everyday life. Gilberto Filippetti’s advertising slogan ‘Chi “Vespa” mangia le mele’ (or ‘He who “Vespas” eats apples’) grabbed the imagination of those under 30, enticing Italian youth to ‘Vespa’ with all its connotations of forbidden fruits, golden apples and the ‘Big Apple’ of America. Later translations note “He who Vespas lives life.”
Start eating apples by visiting your Vespa dealer today
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