Product description
The book, which follows on from A Muse in the Wheels. Pirelli: A Century of Art at the Service of its Products, 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 seen at a height of 85 meters – an amazing feat in a pre-digital era – and in one of the first entirely digital experiments in advertising with the “Pirellibility” spot (1981).
After the introductory essays by Antonio Calabrò, Paola Dubini, Carlo Vinti, Michele Galluzzo and Giancarlo Rocco di Torrepadula, the advertising campaigns are presented with 800 illustrations (camera-ready artwork, prints, photographs, video stills), divided into sections: Pirelli Group corporate communication, communication “of public interest” and actual product advertisements. The exclusive content you find on this dedicated site: audio-visual advertisements (from the Carosello program in the early seventies to the special effects used in the commercials with Carl Lewis and Ronaldo in the nineties, through to the “Wild” spot, with top Hollywood names), additional advertising materials (camera-ready copies and prints), and more special content.
