Advertising with a Capital P
After the book was presented at the Teatro Franco Parenti in Milan in July 2017, “Advertising with a Capital P” became a permanent exhibition and is still on show at the Pirelli Foundation.
Put on in 2017 at the Pirelli Foundation in Milano Bicocca, the exhibition Advertising with a Capital P examined the theme that led – in that same year – to the publication of the book of the same name published by Corraini. A history of Pirelli visual communication from the 1970s to the present day – a period of immense creativity and inspiration and yet still not fully examined from a historical perspective.
Bringing to life the pages of the book, the exhibition took the visitor on a journey – to some extent never previously seen – through the then ground-breaking communication tools used by the creative minds of the Agenzia Centro, which was part of the Pirelli Group.
Over the years came endorsers from the world of cinema, such as Sharon Stone in 1993, or of sport, as in 1994 with of the American sprinter Carl Lewis, who introduced the celebrated “Power is nothing without control” slogan. This was a time of television commercials on an international scale, with the English subsidiary bringing all its creative power to bear for the image of the Group – the power that had inspired it to “invent” The Calendar. A journey through the present and a still recent past, astride the contemporary world and history.