Victories and Competitions:
Communicating in Style
The successes of Pirelli tyres in the world of racing were made known by the advertising campaigns that the company commissioned from the top Italian and international graphic artists, helping create what became the Pirelli style. Poster designers, draughtsmen, and illustrators were called in to work with the world of rubber and promote the products in unconventional ways. In 1914, Stanley Charles Roowy created one of the advertisements that made the greatest contribution to the dream of speed and to “Pneus Pirelli”: a red car blowing out flames and smoke. An icon of modernity, of speed, and of a thirst for breaking records. A special department devoted to “Propaganda” was set up in the company in the 1920s.
It was during this period that Pirelli was beginning to take part in races across all Europe on circuits and roads. This was made possible by its revolutionary cord technology, which gave the tyre greater resistance and greatly improved road holding. The office, which focused on advertising (“pubblicità e reclame”), the drafting of price lists, catalogues and miscellaneous advertising prints, also oversaw participation in motor races, which were viewed right from the beginning as a high-impact means of promotion. Its various activities also included the photographic documentation of Pirelli’s participation in the races: the Coppa della Consuma, the Garda circuit, and the Savio circuit in Ravenna.
And, of course, the Monza circuit. In 1924 the “Instruction manual for the use of the Pirelli Superflex Cord” explained how to make best use of the innovative low pressure tyre with its casing in cord fabric. One of the letters reproduced on the back cover was an enthusiastic comment from an engineer by the name of Nicola Romeo, the owner of a four-cylinder Alfa. By late 1924, the Pirelli Cord and Superflex pricelist could proudly claim the title “The Victory Tyre”. Monza was also the star in a splendid photo shoot by Federico Patellani in 1950, with the tyre-fitter mechanics in the pits wearing their Pirelli overalls and caps: a big-name photo-shoot from the track. And, once again, racing came to the fore in advertisements for the Long P.
It was in 1965 that the company came up with a new communication strategy – one that was destined to impose one of the company’s flagship products on the Italian market, after it had taken the world by storm: the Pirelli Cinturato. The campaign turned to exceptional endorsers, who appeared in portraits with slogans in their own languages: the Cinturato was “Ancora più sicuro” for Giovanni Bracco, “Sensationnel” for Louis Chiron, and “Ricama sulla strada” according to Gigi Villoresi. There were posters and hoardings everywhere with the smiling faces of racing champions, including Juan Manuel Fangio, José Froilán González, Umberto Maglioli and Piero Taruffi. Drivers who symbolised adrenaline-fueled, record-breaking feats, who conveyed their experience at the wheel of cars fitted with Pirelli tyres. Champions who, thanks to their amazing victories, provided the perfect voices to tell of the power, innovation and safety of Pirelli products, from track to road.
The successes of Pirelli tyres in the world of racing were made known by the advertising campaigns that the company commissioned from the top Italian and international graphic artists, helping create what became the Pirelli style. Poster designers, draughtsmen, and illustrators were called in to work with the world of rubber and promote the products in unconventional ways. In 1914, Stanley Charles Roowy created one of the advertisements that made the greatest contribution to the dream of speed and to “Pneus Pirelli”: a red car blowing out flames and smoke. An icon of modernity, of speed, and of a thirst for breaking records. A special department devoted to “Propaganda” was set up in the company in the 1920s.
It was during this period that Pirelli was beginning to take part in races across all Europe on circuits and roads. This was made possible by its revolutionary cord technology, which gave the tyre greater resistance and greatly improved road holding. The office, which focused on advertising (“pubblicità e reclame”), the drafting of price lists, catalogues and miscellaneous advertising prints, also oversaw participation in motor races, which were viewed right from the beginning as a high-impact means of promotion. Its various activities also included the photographic documentation of Pirelli’s participation in the races: the Coppa della Consuma, the Garda circuit, and the Savio circuit in Ravenna.
And, of course, the Monza circuit. In 1924 the “Instruction manual for the use of the Pirelli Superflex Cord” explained how to make best use of the innovative low pressure tyre with its casing in cord fabric. One of the letters reproduced on the back cover was an enthusiastic comment from an engineer by the name of Nicola Romeo, the owner of a four-cylinder Alfa. By late 1924, the Pirelli Cord and Superflex pricelist could proudly claim the title “The Victory Tyre”. Monza was also the star in a splendid photo shoot by Federico Patellani in 1950, with the tyre-fitter mechanics in the pits wearing their Pirelli overalls and caps: a big-name photo-shoot from the track. And, once again, racing came to the fore in advertisements for the Long P.
It was in 1965 that the company came up with a new communication strategy – one that was destined to impose one of the company’s flagship products on the Italian market, after it had taken the world by storm: the Pirelli Cinturato. The campaign turned to exceptional endorsers, who appeared in portraits with slogans in their own languages: the Cinturato was “Ancora più sicuro” for Giovanni Bracco, “Sensationnel” for Louis Chiron, and “Ricama sulla strada” according to Gigi Villoresi. There were posters and hoardings everywhere with the smiling faces of racing champions, including Juan Manuel Fangio, José Froilán González, Umberto Maglioli and Piero Taruffi. Drivers who symbolised adrenaline-fueled, record-breaking feats, who conveyed their experience at the wheel of cars fitted with Pirelli tyres. Champions who, thanks to their amazing victories, provided the perfect voices to tell of the power, innovation and safety of Pirelli products, from track to road.
