{"id":91506,"date":"2022-08-26T12:00:18","date_gmt":"2022-08-26T11:00:18","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=91506"},"modified":"2022-09-01T15:43:34","modified_gmt":"2022-09-01T14:43:34","slug":"victories-and-competitions-communicating-in-style","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/victories-and-competitions-communicating-in-style\/","title":{"rendered":"Victories and Competitions:<br> Communicating in Style"},"content":{"rendered":"<p>The successes of Pirelli tyres in the world of racing were made known by the advertising campaigns that the company commissioned from the top Italian and international graphic artists, helping create what became the <em>Pirelli style<\/em>. Poster designers, draughtsmen, and illustrators were called in to work with the world of rubber and promote the products in unconventional ways. In <strong>1914<\/strong>, Stanley <strong>Charles Roowy<\/strong> created one of the advertisements that made the greatest contribution to the dream of speed and to \u201cPneus Pirelli\u201d: a red car blowing out flames and smoke. An icon of modernity, of speed, and of a thirst for breaking records. A special department devoted to \u201cPropaganda\u201d was set up in the company in the 1920s.<\/p>\n<p>It was during this period that Pirelli was beginning to take part in races across all Europe on circuits and roads. This was made possible by its revolutionary cord technology, which gave the tyre greater resistance and greatly improved road holding. The office, which focused on advertising (\u201cpubblicit\u00e0 e reclame\u201d), the drafting of price lists, catalogues and miscellaneous advertising prints, also oversaw participation in motor races, which were viewed right from the beginning as a high-impact means of promotion. Its various activities also included the photographic documentation of Pirelli\u2019s participation in the races: the <strong>Coppa della Consuma<\/strong>, the Garda circuit, and the Savio circuit in Ravenna.<\/p>\n<p>And, of course, the Monza circuit. In <strong>1924<\/strong> the \u201cInstruction manual for the use of the Pirelli Superflex Cord\u201d explained how to make best use of the innovative low pressure tyre with its casing in cord fabric. One of the letters reproduced on the back cover was an enthusiastic comment from an engineer by the name of Nicola Romeo, the owner of a four-cylinder Alfa. By late 1924, the Pirelli Cord and Superflex pricelist could proudly claim the title \u201cThe Victory Tyre\u201d. Monza was also the star in a splendid photo shoot by Federico Patellani in 1950, with the tyre-fitter mechanics in the pits wearing their Pirelli overalls and caps: a big-name photo-shoot from the track. And, once again, racing came to the fore in advertisements for the Long P.<\/p>\n<p>It was in <strong>1965<\/strong> that the company came up with a new communication strategy \u2013 one that was destined to impose one of the company\u2019s flagship products on the Italian market, after it had taken the world by storm: the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/search\/result.html?query=1965&amp;jsonVal=%7B%22jsonVal%22%3A%7B%22startDate%22%3A%22%22%2C%22endDate%22%3A%22%22%2C%22fieldDate%22%3A%22dataNormal%22%2C%22_perPage%22%3A20%2C%22collanaName%22%3A%22%5C%22Stampati+pubblicitari%5C%22%22%7D%7D\">Pirelli Cinturato<\/a>. The campaign turned to exceptional endorsers, who appeared in portraits with slogans in their own languages: the Cinturato was \u201cAncora pi\u00f9 sicuro\u201d for Giovanni Bracco, \u201cSensationnel\u201d for Louis Chiron, and \u201cRicama sulla strada\u201d according to Gigi Villoresi. There were posters and hoardings everywhere with the smiling faces of racing champions, including Juan Manuel Fangio, <strong>Jos\u00e9 Froil\u00e1n Gonz\u00e1lez<\/strong>, Umberto Maglioli and <strong>Piero Taruffi<\/strong>. Drivers who symbolised adrenaline-fueled, record-breaking feats, who conveyed their experience at the wheel of cars fitted with Pirelli tyres. Champions who, thanks to their amazing victories, provided the perfect voices to tell of the power, innovation and safety of Pirelli products, from track to road.<\/p><p><a href=\"https:\/\/www.fondazionepirelli.org\/en\/exhibition\/the-monza-circuit-and-pirelli-two-birthdays-to-celebrate\/\"><strong>Back to the main page<\/strong><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>The successes of Pirelli tyres in the world of racing were made known by the advertising campaigns that the company commissioned from the top Italian and international graphic artists, helping create what became the Pirelli style. Poster designers, draughtsmen, and illustrators were called in to work with the world of rubber and promote the products [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":91415,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,82],"tags":[],"class_list":["post-91506","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>Victories and Competitions: Communicating in Style - 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\/victories-and-competitions-communicating-in-style\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Victories and Competitions: Communicating in Style - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"The successes of Pirelli tyres in the world of racing were made known by the advertising campaigns that the company commissioned from the top Italian and international graphic artists, helping create what became the Pirelli style. Poster designers, draughtsmen, and illustrators were called in to work with the world of rubber and promote the products [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/victories-and-competitions-communicating-in-style\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2022-08-26T11:00:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-09-01T14:43:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2022\/08\/25125627\/Campioni_del_mondo_Fangio_Farina955-e1661511259593.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2850\" \/>\n\t<meta property=\"og:image:height\" content=\"3705\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"fondazionepirelli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"fondazionepirelli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 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\/victories-and-competitions-communicating-in-style\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/victories-and-competitions-communicating-in-style\/\",\"name\":\"Victories and Competitions: Communicating in Style - 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