{"id":52648,"date":"2018-11-09T00:00:00","date_gmt":"2018-11-09T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/all-the-world-of-pirelli-on-tv\/"},"modified":"2022-04-21T18:45:38","modified_gmt":"2022-04-21T17:45:38","slug":"all-the-world-of-pirelli-on-tv","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/all-the-world-of-pirelli-on-tv\/","title":{"rendered":"Global Ether: The World of Pirelli on TV"},"content":{"rendered":"<p><strong>Pirelli<\/strong> was an <strong>international company<\/strong> right from the outset, and its <strong>first factory abroad was built in Spain in<\/strong> <strong>1902<\/strong>. In the years immediately following, factories were opened in England, and then in Argentina, in Brazil\u2026 All the way through to the \u201cPirelli world\u201d we see today, with<strong> 18 factories in 12 countries<\/strong>. And, over the years, also the Group\u2019s visual communication has become increasingly global. The advent of television had an unprecedented accelerating effect on this sector, for through the common medium of <strong>television<\/strong>, all Pirelli plants around the world created their own advertising lexicon, which became an integral part of their image. Particularly in the 1980s, all the companies in the Group\u2019s various markets intensified their inventive spirit, and <strong>the tyre became the subject of a global tale, adapted to local tastes and inclinations<\/strong>, country by country. <em><a href=\"https:\/\/www.fondazionepirelli.org\/en\/publishing-project\/advertising-with-a-capital-p\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pirelli: Advertising with a Capital P<\/a><\/em>, the book published by the Pirelli Foundation in <strong>2017<\/strong> to investigate <strong>visual communication from the 1970s to the early 2000s<\/strong>, devotes a sizeable section to this phenomenon of television advertising in the recent past, and to the world of Pirelli as shown on the small screen.<\/p>\n<p>It was the British subsidiary, <strong>Pirelli Ltd<\/strong>, that stood out in those years for its creativity, with a series of commercials that marked an era. It was also in England, way back in the <strong>1960s<\/strong>, that the <strong>Pirelli Calendar<\/strong> had first seen the light, and it was Pirelli Ltd that produced a feature film called \u00a0<em><a href=\"http:\/\/search.fondazionepirelli.org\/pirelli\/audiovideo\/detail\/IT-PIRELLI-AV0001-000080\/la-lepre-e-tartaruga.html?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">The Tortoise and the Hare<\/a><\/em>, in which the director <strong>Hugh Hudson<\/strong> (the Oscar prize winner with <em>Chariots of Fire<\/em>) filmed a race between a Jaguar and a truck on the <strong>Autostrada del Sole<\/strong> in a celebration of the Cinturato.\u00a0In <strong>1980<\/strong> the British subsidiary made <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000021\/pirellibility.html?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Pirellibility<\/em><\/a>, a commercial considered to be one of the first experiments in digital animation and then, in <strong>1986<\/strong>, <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000029\/double-indemnity.html\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Double Indemnity<\/em><\/a>, a thriller that, with the headline \u201cGripping Stuff\u201d, made history in English-speaking markets. Another minor masterpiece of television came in <strong>1989<\/strong>: the\u00a0epic <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000005\/the-day-the-earth-stood-still.html?jsonVal={%22jsonVal%22:{%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22creditsAV%22:%22\\%22WMGO%20-%20Woollams%20Moira%20Gaskin%20O%20Malley\\%22%22}}&amp;attachmentMisc=undefined\" target=\"_blank\" rel=\"noopener noreferrer\"><em>The Day the Earth Stood Still<\/em><\/a>, with the Pirelli P Zero as the star on a <strong>Lamborghini Countach Anniversary<\/strong> against the backdrop of the <strong>Sassi di Matera<\/strong>.<\/p>\n<p><strong>Italy<\/strong> responded in those years with <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000566\/pirelli-base-della-sicurezza.html\" target=\"_blank\" rel=\"noopener noreferrer\"><em>La base della sicurezza<\/em><\/a>: a little fair-haired boy playing in the middle of the road and a white car racing towards him, braking safely on its Pirelli Serie Larga tyres. No words, no music \u2013 the creativity was that of the in-house <strong>Centro agency<\/strong>. In the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000032\/une-sculpture-d-avance.html\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Une sculpture d\u2019avance<\/em><\/a> campaign, launched in <strong>France<\/strong> in <strong>1983<\/strong>, the star is a humanoid who moves at high speed in a hyper-technological world thanks to a Pirelli P8 tyre, and <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000031\/the-most-wanted-tyres.html?jsonVal={%22jsonVal%22:{%22query%22:%22the%20most%20wanted%20tyres%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20}}&amp;attachmentMisc=undefined\" target=\"_blank\" rel=\"noopener noreferrer\"><em>The most wanted tyres<\/em><\/a> \u00a0was launched in <strong>Scandinavia<\/strong> with a girl in red high heels who rashly leaves a Ferrari with Pirelli P7 tyres unattended. These were the years of the <em>Die Beine Ihres Autos<\/em> campaign in <strong>Germany<\/strong>, with short films in which the protagonists move balancing on a tyre as though \u201con their car\u2019s legs\u201d. From <strong>Spain<\/strong>, on the other hand, come the romantic atmospheres of the <em>Reflejos<\/em> and from <strong>Turkey<\/strong> an amusing commercial with a Pirelli P4 with a life of its own. In the world of 1980s television, <strong>Brazil<\/strong> was a case apart: in the <em>Que categoria!<\/em> series of mini-comedies of <strong>1981<\/strong>, famous endorsers like the footballer <strong>S\u00f3crates<\/strong>, the actress <strong>Kate Lyra<\/strong>, and the racing driver <strong>Wilson Fittipaldi<\/strong> enter a tyre shop to buy the \u201cCintura\u00e7o\u201d. And the same South American company came up with <em>Pantera<\/em>, at the end of the decade, in a race between <strong>Diabolik\u2019s<\/strong> black <strong>Jaguar<\/strong> and a black panther, whose claws trace out the pattern of the Pirelli P600. Communication styles and visual languages enjoyed total autonomy in these years, and it was only with <strong>Sharon Stone<\/strong> in <strong>1993<\/strong> that all the Pirellis around the world came together in the famous International campaign <em><a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000023\/if-you-re-going-to-drive-drive.html?jsonVal={%22jsonVal%22:{%22query%22:%22If%20you%E2%80%99re%20going%20to%20drive,%20drive%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">If you\u2019re going to drive, drive<\/a>.<\/em> A great ambassador for a truly \u201cglobal\u201d communication.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pirelli was an international company right from the outset, and its first factory abroad was built in Spain in 1902. In the years immediately following, factories were opened in England, and then in Argentina, in Brazil\u2026 All the way through to the \u201cPirelli world\u201d we see today, with 18 factories in 12 countries. And, over [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":58879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,68],"tags":[249,356],"class_list":["post-52648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-stories-from-world-of-pirelli","tag-graphics-art-and-design","tag-rubrica-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Global Ether: The World of Pirelli on TV - Fondazione Pirelli<\/title>\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\/stories-from-world-of-pirelli\/all-the-world-of-pirelli-on-tv\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Global Ether: The World of Pirelli on TV - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"Pirelli was an international company right from the outset, and its first factory abroad was built in Spain in 1902. In the years immediately following, factories were opened in England, and then in Argentina, in Brazil\u2026 All the way through to the \u201cPirelli world\u201d we see today, with 18 factories in 12 countries. 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