Sport, movies, art and fashion in two centuries of Pirelli history

Advertising, creativity and visual culture: the allies of our corporate culture and our industrial success story.

Culture space

Our industrial and artistic heritage open the world.

Rubber soul

Retracing the exhibition "Rubber Soul. Aesthetics and Technique in step with Fashion" (Triennale di Milano 20 June 2011 – 24 July 2011)


Pirelli has chosen film, distributed via the internet, to promote the group brand and business activities. This innovative choice was rewarded with the success of The Call, the first short film made by PirelliFilm in 2006, directed by Antoine Fuqua, featuring John Malkovich and Naomi Campbell. Later on, in 2007, Uma Thurman will star in Mission Zero, the latest Pirelli short film, directed by Kathryn Bigelow.

2005, Naomi Campbell and Tyson make a fashion statement

The Black Venus in Pirelli: the launch of the PZero fashion collection showed Naomi, alongside the stunning male model Tyson, modelling the garments and shoes in the collection, including the signature red strap watch.

2002, Pirelli:
the "Fist" campaign

Pirelli advertising creativity reaches the expressive peak with the "fist" concept which dates to 2002: a symbol of high driving performances.

1998, Ronaldo and his magic feet

Footballing legend and charity hero Ronaldo, in the guise of Rio's most famous landmark, showed the world what champions are made of. The angel of Rio made the P 3000 tyre a sure-fire success story.

1997, Marie-José Pérec, Olympic rubber

Picking up from Carl Lewis was the queen of speed Marie-José Pérec, winner of two gold medals at the Atlanta Olympics. Racing to escape some terrifying special effects, the champion's feet bore the tread of the Pirelli P5000 Drago.

1994, Carl Lewis and Annie Leibovitz take off

Pirelli continued to work with the big names in photography and international Olympic stars. In this historic campaign Carl Lewis humorously personified the message that continues to represent Pirelli products to this day: "Power is nothing without control".

1993, Burning wheels for Sharon Stone

Our advertising looked to Hollywood to lend an original touch of irony to campaigns that had previously been very traditional. First and foremost: the inimitable Sharon Stone promoting Pirelli tyres.

1980, Italian singer Adriano Celentano promotes Pirelli

The years went by and Sapsa once more looked to a celebrity testimonial bursting with on-screen charisma: the Italian singer Adriano Celentano, known as "il Supermollaggiato" - literally "super springy". This 1980 sixty second advert by ODG showed the star asleep on a Pirelli bed, with the soundtrack "the right mattress for me" set to the tune of Adriano's song Azzurro.

1974, the low profile which aims high

In the mid-seventies Pirelli invented the low profile tyre: it's called P7 and it's one of the most significant inventions after the radial Cinturato, driving force of a transfer of knowledge from races to the mass market.The racing debut of the P7 takes place at the Rally of the Four Regions in 1974, where the "dragon" Munari leads Stratos to victory.

1964, birth of “The Cal”™

“The Cal”™ was the brainchild of Pirelli UK Limited, a symbol that for fifty years not only celebrates the female beauty, but also celebrates the complexity of an art that has been able to transform itself over time. The experimentation of new languages able to define new trends, innovation and continuous research which have always characterized our corporate culture.

1963, Pirelli mattresses take TV advertising by storm

Roberto Gavioli and Gamma Film came up with three popular characters in a highly successful series of animated ads for the 1960s Italian advertising show "Carosello". The stone age family Mammut, Babbut and Figliut promoted Pirelli-Sapsa mattresses in 54 different episodes.

1962, Ugo Mulas and the Cinturato

After making Pirelli raincoats famous, renowned photographer Mulas turned to the Cinturato.

1960, Noorda and Manzi, visual culture and design

The innovative design pioneered by Riccardo Manzi and Bob Noorda was perfectly in line with the technical versatility of the new Cinturato range of tyres. The cutting edge graphics reflected the characteristics of this new, high performance product.

1957, Fangio, champion of advertising

World champion in 1954 and 1957, the Argentinian driver was long associated with Pirelli tyres. In the mid '60s the Forster/Mulas duo captured striking images of Fangio deep in thought, while Pino Tovaglia shot the "Extraordinario" campaign for the Cinturato.

1955, the future is radial!

Pirelli's way to radial textile is called Cinturato, with the technological feature of bands that tighten the radial carcass as a belt. Queitly launched in the mid Fifties, it soon became synonymous with safety, even for the fastest cars.

1954-1955, the Pagot brothers' animations

Toni and Nino Pagot brought umbrellas and hot water bottles to life on the big screen. This was the first in a series of successful short films that led to Nino Pagot and Pirelli winning the Prime Minister's Cup for advertising at the 2nd International Show of Film.

1953, Ascari and Formula 1

Pirelli's advertising looked beyond the world of print, opening up to personalities from sport and show business. The first sporting star in Pirelli's firmament was Silverstone winner Nino Farina, followed in '52 and '53 by Alberto Ascari, who won the championship behind the wheel of a Ferrari 500 F2 fitted with Pirelli Stelvio tyres.

1952, Marilyn and Pirelli

Pirelli's Revere costume in white Lastex was showcased by none other than Marilyn Monroe, Life magazine's face of the year, during the early days of her career.

1950, Lucia Bosè's exclusive luggage

A young Lucia Bosè made a discreet debut in the last edition of the Pirelli Magazine in 1950, showing the leatherette suitcase by Pirelli Sapsa.

1948, debut of a "technical" magazine

Published from 1948 to 1972, mainly bi-monthly, "Pirelli: rivista di informazione e tecnica" states as a model of integration between technical, scientific and humanistic culture. On its pages, important contributions for the progress and the development of our country found space. Journalists, writers, scientists and important personalities of the international culture have told about the Italian development after the Second World War to the early Seventies. Under Arrigo Castellani's direction, Eugenio Montale, Vittorio Sereni, Dino Buzzati and Umberto Eco collaborated, and the magazine is illustrated by artists and designers such as Guttuso, Fulvio Bianconi, Bob Noorda, Riccardo Manzi.

1917, Carluccio's debut

Decked out in the colours of the Italian flag, free wheeling on his Pirelli tyres, Carluccio, drawn by Duccio Codognato, was Pirelli's very first testimonial in 1917.

1913, Pirelli in print

Pirelli advertising made its debut with Ballie's graphics for the Touring Club magazine.