Advertising

Power is nothing without control. Five words written in red below the image of Carl Lewis at the starting blocks. Wearing a pair of bright red stiletto heels. It's 1995, but that slogan and that image remain alive today.

It's the story of power and control in all Pirelli advertising: a concept that over time has assumed the image of sprinters such as Carl Lewis and Marie-José Pèrec, Goddess of Driving Instincts Sharon Stone, and racing legends Fangio and Ascari. Or has starred the tyre  itself, a noble black rubber object with a hole in the middle.

The advertising for Pirelli Cables has been more sophisticated, but has made a similar impact. Who can forget the sophisticated geometric  images of Pino Tovaglia and his skill in giving graphic depth to even an electrical wire or telephone cable? Or the slogan "Power is nothing without connections ", featuring children united by a sort of umbilical telephone cord, or the unsettling "Third Eye of the Mind".

Colourful, varied, exuberant and versatile. Pirellli advertising has maintained these values for over 100 years, also used too promote "Technical Accessories": from very sober transmission belts to extrovert tennis gear, rubber soles to haut couture raincoats. And above all, the famous "hot water bottles", by now cult items. The masters responsible for this image gallery are themselves key figures in the history of 20th century graphic design and photography: from Dudovich to Tovaglia, Manzi to Noorda to Mulas. With a common thread - the theme of power and control. And the same concept: mastery of the material.