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Philomena Cunk, a popular character played by British comedian Diane Morgan, will act as gallery host and campaign spokesperson. (Here’s a TikTok of Philomena. Here’s another!)
The gallery presents as real exhibition showcasing artifacts from the Renaissance. However, viewers quickly realize all the artwork has hidden references to gelato.
Ultimately it is revealed the gallery is really a Talenti Gelato ice cream shop. Their interactions with the gallery and Philomena are filmed and used for social content.
