1998-1999: TV, Press & Poster Campaigns

 

C&S

The symmetric image of the man in blue was silhouetted against a yellow background. Fingers against his temples, an expression of concentration and, in the middle of the forehead, a third eye emitting beams of light. The evocative title "... and then there was light " completed the powerful impact of the worldwide advertising campaign by Armando Testa for Pirelli Cables and Systems. After the preview published by Pirelli on August 11 1999 in the Financial Times, the real campaign debuted on September 21, 1999.
The optics systems campaign was the first campaign designed for Pirelli by the Armando Testa agency, the exclusive partner of the Milanese Group in the advertising area.

TYRES: the Ronaldo Campaign

The 1998-1999 world advertising campaign featured international soccer star Ronaldo: 1997 World Footballer of the Year , he was pictured in the beautiful panorama of Rio de Janeiro, dressed in his famous black and blue n. 10 shirt, with arms wide open.
In the highly spectacular picture, Ronaldo embodied a strong sense of power and dominion provided by his "miraculous" feet, transformed, on the occasion, in Pirelli tyres.
The headline, "Power Is Nothing Without Control" , was the claim which emphasized Pirelli tyres' unique capacity to match performance and safety, which.
The amazing picture of Ronaldo was taken by Ken Griffiths, the top British photographer famous for its splendid features of exotic countries. The campaign was created by Young & Rubicam international agency.