{"id":51945,"date":"2017-06-23T00:00:00","date_gmt":"2017-06-23T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/pirelli-advertising-with-a-capital-p-2\/"},"modified":"2024-12-04T13:57:17","modified_gmt":"2024-12-04T12:57:17","slug":"pirelli-advertising-with-a-capital-p-2","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-advertising-with-a-capital-p-2\/","title":{"rendered":"Pirelli Advertising with a capital P"},"content":{"rendered":"

The book tells the story of Pirelli advertising from the seventies through to the present day, drawing on the Group\u2019s Historical Archive, which contains thousands of advertising prints and dozens of television commercials. In the seventies and eighties, the advertisements were made by Pirelli\u2019s Centro, with such great names as Pino Tovaglia<\/strong>, Salvatore Gregorietti<\/strong>, and Fran\u00e7ois Robert<\/strong>. It was Centro, an interesting example of an Italian in-house agency, that took Pirelli communication from a world of tradition into one of marketing-oriented strategies. The nineties saw the arrival of international agencies (Young & Rubicam<\/strong> and Armando Testa<\/strong>) with global campaigns that used endorsers from the world of cinema and sport (Sharon Stone<\/strong>, Carl Lewis<\/strong>, Ronaldo<\/strong>). The picture by Annie Leibovitz <\/strong>of Lewis wearing high-heeled shoes, and the slogan \u201cPower is Nothing without Control<\/strong>\u201d in 1994 became landmarks in the history of advertising.<\/p>\n

The book, which follows on from A Muse in the Wheels. Pirelli:<\/em> A Century of Art at the Service of its Products<\/em>, examines the evolution of advertising strategies, techniques and languages in the shift from analog to digital technologies. Pirelli was at the forefront, as we can see in the creation of a Long P consisting of 140 cars<\/strong> seen at a height of 85 metres \u2013 an amazing feat in a pre-digital era \u2013 and in one of the first entirely digital experiments in advertising<\/strong> with the \u201cPirellibility\u201d spot (1981).<\/p>\n

After the introductory essays by Antonio Calabr\u00f2, Paola Dubini, Carlo Vinti, Michele Galluzzo and Giancarlo Rocco di Torrepadula, the advertising campaigns are presented with 800 illustrations <\/strong>(camera-ready artwork, prints, photographs, video stills), divided into sections: Pirelli Group corporate communication, communication \u201cof public interest\u201d and actual product advertisements.<\/p>\n

The book has its own website<\/strong> at advbook.fondazionepirelli.org<\/em> and a web app<\/strong>, accessible via QR code, for viewing the many audio-visual advertisements (from the Carosello<\/strong> programme in the early seventies to the special effects<\/strong> used in the commercials with Carl Lewis and Ronaldo in the nineties, through to the \u201cWild\u201d spot, with top Hollywood names). It also includes additional advertising materials (camera-ready copies and prints), descriptions of the restoration operations and much more special content.<\/p>\n

Pirelli Advertising with a Capital P <\/em>is also available as an e-book. An e-book version has also been made of A Muse in the Wheels<\/em>.<\/p>\n

Pirelli Advertising with a capital P<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The book tells the story of Pirelli advertising from the seventies through to the present day, drawing on the Group\u2019s Historical Archive, which contains thousands of advertising prints and dozens of television commercials. In the seventies and eighties, the advertisements were made by Pirelli\u2019s Centro, with such great names as Pino Tovaglia, Salvatore Gregorietti, and […]<\/p>\n","protected":false},"author":1,"featured_media":51946,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,73],"tags":[252],"class_list":["post-51945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-publishing-projects","tag-pirelli-advertising-with-a-capital-p"],"acf":[],"yoast_head":"\nPirelli Advertising with a capital P - Fondazione Pirelli<\/title>\n<meta name=\"description\" content=\"Explore Pirelli's advertising history and discover how the Pirelli Foundation promotes culture and creativity.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-advertising-with-a-capital-p-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pirelli Advertising with a capital P - 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