Lupo Alberto takes the shape of the common man who has a goal in life and a certain amount of bad luck.

Alberto, a resident of the McKenzie farm, always tries to steal a hen named Martha (who is his girlfriend), but Moses, a sheepdog, is the obstacle to his plans and does everything to stop him.

[1] The Lupo Alberto strips are especially popular among teenagers, and have spawned a rich merchandising franchise including school diaries and greeting cards.

As a consequence of its appeal on the youth, the Lupo Alberto character was used in the 1990s for a massive anti-AIDS campaign promoted by the Italian Ministry of Public Health, emphasizing safe sex and the use of condoms.

[2] In 1997 Rai Trade (1987–2011) and Mondo TV co-produced an animated series and label for Warner Bros.