2005-2006 Campaign

Pirelli's 2000 press campaign made its debut on the world stage in a number of forms.
Its key image was composed of four tyres blending into a clenched fist, standing out against a background of solid colour.

The same symbol, but with the fingers embellished with a ring featuring the badges of some of motoring's historical marques such as Alfa Romeo, Maserati, Lamborghini, Ford, Subaru and others, was used in the Spring campaign of 2002. "Power is nothing without control" ran the slogan.
The campaign idiom was highly unusual and exclusive; its visual simplicity and crispness concealed great expressive strength in keeping with the creative style of the Armando Testa agency.

A consistent thread ran from the excellence of the marque through to that of its communication that was relaunched in 2005 with identical impact but in an all-new configuration.
Rather than a pure graphic object the fist was now a dynamic element portrayed in action in the harshest environmental conditions .
Lashed by snow, drenched by pouring rain, baked under an implacable sun in a cloud of gravel and dust: the concept was the same, but the altered context meant that the poster carried a wholly new message.