2001 Tyres advertising investments
2001 a Record Year for Pirelli Tyre advertising Investment
Milan, 8 March 2001 - 2001 is to be a record year for Pirelli advertising. It will be the year of the highest advertising investment by the Tyre Sector of the Milan-based Group in its more than 100-year history. The Sector plans an overall investment of 30 million, which will be divided among its most strategic markets: Europe, North and South America, the Far East. The Italian budget is particularly interesting, as it amounts to about 4 million, reaching 2000 GRP on television: a more than considerable result for the tyre industry.
In all important markets, television will be the favoured medium, with two shots of the campaign, one in the spring, the other in the autumn. The 2000 commercial, made by Armando Testa, the Group's advertising agency worldwide, will be used in 2001, but it will be made more spectacular by the insertion of new sound effects and the modification of many final frames. All of which will go to make a commercial that is more engrossing, rapid and incisive, which will be used this year for the public presentation of P6 and P7, the two new high range Pirelli tyres that will be launched on the market this month in Barcelona.
The modifications will further improve a commercial that, in 2000, achieved considerable success in the principal international markets, as confirmed by the awards it gained across the world. Countries like the United States, where the advertisement came third overall at the New York Film Festival (TV & Cinema), the most important annual communications event after Cannes, and which attracted 12,000 entries last year; recognition also came in the form of the Premio Pan Europeo, made by all the Continent's specialised press; France, with two awards at the Festival Europen du Film Publicitaire Automobile at Clermont Ferrand; Belgium with the Golden Exclusief of Knokke. Naturally, there was no lack of recognition in Italy: in particular, the awards for the best brand strategy, presented at the Grand Prix della Pubblicit; the Key Award " Spot Export" for the best film projected in Italy and the award for the best production at the Mezzominuto d'Oro, the sector's gala transmitted live by Italian TV channel Canale 5. Awards that were not unexpected for a campaign on which some of the best men in Hollywood worked side-by-side: Alle Hall, Oscar winner for his special effects in Forrest Gump, sound technician Dane A. Davis, renowned for the world success of The Matrix, a cult film of the Nineties, and photographic director Harris Savides, who made videos for Madonna and the Rolling Stones.
The television campaign will be supported by another of new concept in the press, which will present the new products P6, P7, and PZero Rosso (for the world rally championship) in perfect solitude, with a highly provocative heading which exalts oneness: Everything else is optional. A new way to transmit the essentiality of a product that is much more than just a round and black accessory.