The essential concept of Power and Control provided the common thread for the Pirelli Tyre 2007 press campaign. The idea was established using a strong and consolidated symbol: the fist with fingers in the form of tyres, grasping a steering wheel, the element that symbolises the ultimate pleasure of driving. A powerful image, the black Pirelli fist is an icon for lovers of high performance driving.
The same charged and imposing atmosphere is then reworked in an alternative version, to emphasis the grip and reliability of Pirelli tyres even in the worst weather conditions.
So in this version the fist grips a wheel buffeted by a snowstorm, expressing a clear message: nothing can stop the pleasure of power and control when driving, guaranteed by the new PZero and the Pirelli Winter range.