The Canyon Campaign

Pirelli chose the Internet for its 2000 international tyre advertising campaign.

The Pirelli commercial was aired on Italian TV networks starting on, January 30 , 2000 and later on television in 27 countries of primary interest to the Group.

The  situation was the one  typical of the western movies: a buffalo stampede. The starring role was a tyre: the new-generation P6000 Powergy, combining high performance with maximum safety, comfort and a tangible reduction in fuel consumption.