{"id":79065,"date":"2020-06-14T07:01:21","date_gmt":"2020-06-14T06:01:21","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=79065"},"modified":"2022-10-21T11:03:15","modified_gmt":"2022-10-21T10:03:15","slug":"the-1970s-personality-promotion","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/the-1970s-personality-promotion\/","title":{"rendered":"The 1970s, Personality Promotion"},"content":{"rendered":"<p>In the early 1970s, a new figure burst onto the scene in Pirelli tyre advertisements: <strong>the specialist dealer<\/strong>, the point of contact between manufacturer and consumer. The person who can guide the buyer\u2019s choices. By the early 1960s, Pirelli had already created a communication campaign for the winter <strong>BS tyres<\/strong>, in a move linked to the opening of tyre shops at the <strong>Autogrill service-station chain<\/strong> on the recently built <strong>Autostrada del Sole<\/strong>. In <strong>1973<\/strong>, a campaign was launched called <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/search\/result.html?query=la+parola+al+gommista&amp;titoloAV=&amp;creditsAV=&amp;startDate=&amp;endDate=&amp;genereAV=&amp;abstractAV=&amp;topicAV=\"><em>La parola al gommista <\/em><\/a>[\u201cA word from the tyre specialist\u201d], which included a series of television commercials produced by DN Sound and a range of promotional materials: \u201cAn expert, the only person whose skills and experience means they can advise the motorist on proper use and maintenance and on the best choice of tyres to buy for their vehicle.\u201d In this case, the tyre to buy was the Cinturato CN54.<\/p>\n<p>Full recognition of the importance of the Pirelli-specialist-motorist chain came in 1974 with the campaign called <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/search\/IT-PIRELLI-OA0001-0000003490\/result.html?query=ti+cerco+ti+premio&amp;oggettoIco=&amp;titoloIco=&amp;autoreAmbitoIco=&amp;descrizioneIco=&amp;startDate=&amp;endDate=&amp;campagnaIco=&amp;titolo_father_string=%22Manifesti+e+stampati+pubblicitari%22\"><em>Ti cerco, ti filmo, ti premio <\/em><\/a>(I\u2019ll find you, film you, reward you\u201d). The formula adopted a <strong>personality promotion<\/strong> technique, in which a fictional character is used to involve potential consumers on an emotional level in order to guide their decisions. Here, the character was an articulated man designed by <strong>Alan Fletcher<\/strong>, who was the frontman of the British Pentagram agency at the time. The silver-coloured figure appeared on a sticker that the tyre dealer gave to customers who chose Pirelli when changing their tyres. Film crews travelled across Italy in off-road vehicles fitted out as film sets, in search of cars bearing the Pirelli sticker, and then filming the motorists and rewarding them. Customers with \u201c<strong>Pirelliman<\/strong>\u201d would then take part in the extraction of a 50,000 lire prize in gold tokens. All together, they formed a series of <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/search\/result.html?query=ti+cerco+ti+premio&amp;titoloAV=&amp;creditsAV=&amp;startDate=&amp;endDate=&amp;genereAV=&amp;abstractAV=&amp;topicAV=\">seven Carosello<\/a> television commercials, produced by RPA and directed by <strong>Enrico Sannia<\/strong>. The protagonists \u2013 an engaged couple, a sales representative, a family, a mother and son, a husband and wife, and a hostess \u2013 were \u201cspied on\u201d in their everyday lives and were then followed and rewarded with their \u201cfifteen minutes of fame\u201d on television. New forms of advertising, and new consumers, were ready for the future.<\/p><p><a href=\"https:\/\/www.fondazionepirelli.org\/en\/exhibition\/the-pirelli-style-from-the-economic-boom-to-the-2000s\/\">Back to the main page<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the early 1970s, a new figure burst onto the scene in Pirelli tyre advertisements: the specialist dealer, the point of contact between manufacturer and consumer. The person who can guide the buyer\u2019s choices. By the early 1960s, Pirelli had already created a communication campaign for the winter BS tyres, in a move linked to [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":78721,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,82],"tags":[],"class_list":["post-79065","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-exhibitions"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 1970s, Personality Promotion - 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\/the-1970s-personality-promotion\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 1970s, Personality Promotion - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"In the early 1970s, a new figure burst onto the scene in Pirelli tyre advertisements: the specialist dealer, the point of contact between manufacturer and consumer. The person who can guide the buyer\u2019s choices. 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