Italian television commercial uses national hymn: Calzedonia ad to be banned?

This video shows the new Italian commercial for underwear brand, Calzedonia, using a very patriotic and nationalistic theme with the Italian national anthem sung in a breathy style by singer Sushy.
The advertising campaign has met with criticism, not only for the change of words from “brothers” to “sisters” (the anthem is usually “fratelli d’Italia”) but also for the use of the anthem for commercial purposes.

The Italian television commercial includes visual references to the words of the anthem, and concludes with a sunset scene of Rome, and the slogan, “the future is pink”.
There have been calls to ban the ad.
Your thoughts?