Advertising Pneus Pirelli

Pirelli advertising has a history in two centuries, and has always been studded with the images and ideas of the best designers.

The elongated P logo was created in the early 1900s. The first illustrations of the new trademark were signed by Marcello Dudovich, Plinio Codognato and Leonardo Cappiello.

In the 1950s and 1960s, as the group became international, Pirelli chose great European designers, such as Max Huber, Pavel M. Engelmann, Bob Noorda, Albe Steiner e Raymond Savignac. While Italian designers included Bruno Munari, Armando Testa, Riccardo Manzi, Giulio Confalonieri and Pino Tovaglia.

These were also the years in which the Pirelli magazine was founded, featuring articles by the literary and intellectual leaders of the times, such as Giuseppe Ungaretti, Eugenio Montale, Leonardo Sciascia and Umberto Eco, with illustrations by Renato Guttuso and many other artists.


Pirelli advertising also created a cinematographic tradition: with a history that started in the 1920s and 1930s, with documentaries and films, to the international prizes of the 1990s, won for the campaign featuring Carl Lewis in stilettos.

Last revised: 17 Mar  2014