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New TV Campaign

Milan, 26 January 2000, Pirelli has chosen the Internet
for the world premihre of its new international tyre advertising
campaign. Beginning Thursday, 27 January, visitors to the website
193.70.196.9 can enjoy the exclusive on-line showing (in both AVI
and MOV formats) of the commercial produced by Armando Testa agency
for Pirelli’s Tyres Sector.

The new Pirelli commercial will be aired on Italian TV networks
starting on Sunday, 30 January, and later on television in 27
countries of primary interest to the Group. The campaign will also
involve the automotive press around the globe, with images
depicting the setting of the spot.

The ad projects the spectator into a situation typical of the
western movies: a buffalo stampede. The starring role – this time
without the support of famous spokespeople performing in the past
like Ronaldo, Marie Jo Peric, Carl Lewis or Sharon Stone – is a
tyre: the new-generation P6000 Powergy, combining high performance
with maximum safety, comfort and a tangible reduction in fuel
consumption.

After months of preparation, the commercial was filmed entirely
in the United States, at the beginning of last December, on two
highly picturesque locations – Twin Mountain in California and the
Moab Valley of Utah – by an international film crew directed by
Thed Lenssen, famed fashion photographer and author of important
commercials. Lenssen was assisted by two Academy Award winners:
Alle Hall, the special effects wizard awarded two Oscar gold for
Forrest Gump, and the sound designer Dane A. Davis (The Matrix, The
Abyss). The spot, in fact, reproduces the actual sounds of tyres in
motion, processed to create a highly effective soundtrack. The
director of photography is Harris Savides, who, among others, has
worked with Madonna, David Bowie and the Rolling Stones.

During the shooting an entertaining backstage film was shot to
reveal the secrets of the complex work behind the spot, which
required the use of thousands of tyres. Internet surfers visiting
the 193.70.196.9 site from 27 January can also get an exclusive
showing of this film by streaming it directly on their personal
computer screens without having to download it to hard disk.

Categories: Institutional