On Monday May 20, Pirelli will present the North American debut of its latest integrated global advertising campaign: “Engineered To Excite.” Ideated by award winning English agency BBH, the summer campaign emphasizes the Italian tire maker’s long-standing partnership with major premium segment car manufacturers highlighting the brand’s technological superiority in developing bespoke tires specially designed to enhance the driving performance of the vehicle.

The creative shows a dilating blue iris, in the center of which Pirelli’s OEM partners’ logos alternate. Included are Mercedes Benz, Audi, Volkswagen, Jaguar and Land Rover.

“Engineered To Excite” will be rolled out across a variety of mediums, including TV, press, outdoor, digital and below the line advertising. Please visit Pirelli North America and watch this video for a glimpse of what’s to come.