{"id":52797,"date":"2018-03-01T00:00:00","date_gmt":"2018-03-01T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/the-rubber-oscar-actress-endorsers-for-pirelli\/"},"modified":"2022-04-21T15:24:44","modified_gmt":"2022-04-21T14:24:44","slug":"the-rubber-oscar-actress-endorsers-for-pirelli","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-rubber-oscar-actress-endorsers-for-pirelli\/","title":{"rendered":"The Rubber Oscar: Pirelli Actress Endorsers"},"content":{"rendered":"<p>The <strong>2018 Oscar awards<\/strong> for motion pictures were handed out on the night of 4 March. Only a few famous actresses \u2013 some of them with links to the history of Pirelli \u2013 have had the opportunity to win these prizes. Pirelli actually worked with great names such as <strong>Paola Borboni<\/strong> in the early years of the <strong>twentieth century<\/strong>. She never won the prize, however, partly because she preferred theatre to cinema, but also because she was famous before the Oscars were even invented. Indeed, she referred to herself as \u201cthe first actress of the century\u201d, for she was born on 1 January 1900. She was twenty-seven when the painter <strong>Mario Bazzi<\/strong> portrayed her for an advertisement for <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/detail\/IT-PIRELLI-OA0001-0000003289\/bozzetto-pubblicita-soprascarpe-hevea-noronha-pirelli.html?jsonVal={%22jsonVal%22:{%22query%22:%22Bazzi%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\"><strong>Pirelli Hevea galoshes<\/strong><\/a>. Already a lively and unconventional star, she showed off the magical <strong>rubber overshoes<\/strong> that would protect her precious footwear from the rain. She was, however, only the first in a long line of actresses who have appeared in Pirelli advertisements over the years.<\/p>\n<p>In December 1950, <strong>Lucia Bos\u00e8<\/strong> was not yet twenty but she was already famous. She had won the <strong>Miss Italia contest<\/strong> three years previously and had already been directed by <strong>Michelangelo Antonioni<\/strong>: a star on a flight to success. Everything she touched automatically became classy and desirable. Like the <strong>Pirelli suitcase in Vinilpelle<\/strong>, an artificial leather, that the actress promoted on the back cover of <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1950_6.html?q=&amp;start=48&amp;lang=en#page\/68\/mode\/2up\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Pirelli<\/em> magazine no. 6 of 1950<\/a>, in a photo by <strong>Federico Patellani<\/strong>.<\/p>\n<p>In 1952, at the age of twenty-six, <strong>Norma Jean Baker<\/strong> had already had a turbulent life and, more than anything, a tough time achieving success in the cinema, but in the end she had become <strong>Marilyn Monroe<\/strong>. She was the \u201cblonde bombshell\u201d, mid-way between the unfortunate Norma Jean and Marilyn the star, who smiled on the beach in the photo for the 1952 advertisement for <strong>Pirelli Lastex swimming costumes<\/strong>. The magical Italian-American elastic thread was worn by the actress who, more than anyone else, was to represent the ideal of beauty in the history of cinema.<\/p>\n<p>More than forty years would go by before another splendid blonde film star would appear in Pirelli advertisements. The year was <strong>1993<\/strong> and the star was <strong>Sharon Stone<\/strong>, Catherin Tramell in <em>Basic Instinct<\/em>, who the previous year had wowed audiences around the world. In the Pirelli spot \u2013 \u201c<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%22:1993,%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>\u201d \u2013 the American actress comes down from the plane and lightly touches a Pirelli tyre as she gets into the car: the video instantly became \u201c<strong>Driving Instinct<\/strong>\u201d for everyone.<\/p>\n<p>The Oscar went to her, to <strong>Sophia Loren<\/strong>, the first actress to win the famous statue in a film that was not in English. Even though she never posed as an endorser for Pirelli advertisements, it was she who appeared on the covers of <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/pubblicazioni-e-riviste\/search\/result.html?query=Sophia+Loren&amp;titoloRivista=&amp;autoreRivista=&amp;startDate=1963&amp;endDate=1963&amp;testoRivista=&amp;numeroRivista=&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Vado e Torno<\/em> magazine<\/a> in the 1960s, and then returned as a protagonist, looking magnificent at seventy-seven, in the <strong>2007<\/strong> edition of the world-famous \u201c<strong>The Cal<\/strong>\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The 2018 Oscar awards for motion pictures were handed out on the night of 4 March. Only a few famous actresses \u2013 some of them with links to the history of Pirelli \u2013 have had the opportunity to win these prizes. Pirelli actually worked with great names such as Paola Borboni in the early years [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[249,356],"class_list":["post-52797","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","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>The Rubber Oscar: Pirelli Actress Endorsers - 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\/the-rubber-oscar-actress-endorsers-for-pirelli\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Rubber Oscar: Pirelli Actress Endorsers - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"The 2018 Oscar awards for motion pictures were handed out on the night of 4 March. Only a few famous actresses \u2013 some of them with links to the history of Pirelli \u2013 have had the opportunity to win these prizes. Pirelli actually worked with great names such as Paola Borboni in the early years [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-rubber-oscar-actress-endorsers-for-pirelli\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2018-03-01T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-21T14:24:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2018\/03\/20093049\/Un_Oscar_di_gomma_002-e1576487935817.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"647\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"fondadmin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"fondadmin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-rubber-oscar-actress-endorsers-for-pirelli\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-rubber-oscar-actress-endorsers-for-pirelli\/\",\"name\":\"The Rubber Oscar: Pirelli Actress Endorsers - 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