WEB PREVIEW FOR
PIRELLI TYRES NEW ADVERTISING CAMPAIGN
Milan, 26 January 2000
Pirelli has chosen the Internet for the world première of its new international tyre
advertising campaign. Beginning Thursday, 27 January, visitors to the website www.pirelli.com can enjoy the exclusive on-line showing (in both AVI
and MOV formats) of the commercial produced by Armando Testa agency for Pirellis
The new Pirelli commercial will be aired on Italian TV networks starting on Sunday, 30
January, and later on television in 27 countries of primary interest to the Group. The
campaign will also involve the automotive press around the globe, with images depicting
the setting of the spot.
The ad projects the spectator into a situation typical of the western movies: a buffalo
stampede. The starring role - this time without the support of famous spokespeople
performing in the past like Ronaldo, Marie Jo Peréc, Carl Lewis or Sharon Stone - is a
tyre: the new-generation P6000 Powergy, combining high performance with maximum safety,
comfort and a tangible reduction in fuel consumption.
After months of preparation, the commercial was filmed entirely in the United States, at
the beginning of last December, on two highly picturesque locations - Twin Mountain in
California and the Moab Valley of Utah - by an international film crew directed by Thed
Lenssen, famed fashion photographer and author of important commercials. Lenssen was
assisted by two Academy Award winners: Alle Hall, the special effects wizard awarded two
Oscar gold for Forrest Gump, and the sound designer Dane A. Davis (The Matrix, The Abyss).
The spot, in fact, reproduces the actual sounds of tyres in motion, processed to create a
highly effective soundtrack. The director of photography is Harris Savides, who, among
others, has worked with Madonna, David Bowie and the Rolling Stones.
During the shooting an entertaining backstage film was shot to reveal the secrets of the
complex work behind the spot, which required the use of thousands of tyres. Internet
surfers visiting the www.pirelli.com site from 27
January can also get an exclusive showing of this film by streaming it directly on their
personal computer screens without having to download it to hard disk.