For exactly 25 years, the "Power is nothing without control" slogan has identified Pirelli worldwide. On the occasion of the anniversary, the company has dedicated the 2018 edition of the Annual Report to the famous pay off. Once again, in the best tradition, the budget document is an opportunity for Pirelli to tell about a year of corporate history going beyond the numbers.
The "Power is nothing without control" catchphrase was first used in the successful campaign that portrayed Carl Lewis, photographed by Annie Leibovitz as a sprinter on the starting blocks wearing soon-to-be-legendary red stilettos. The photo was taken in Texas in 1994 and became an icon of advertising creativity. It conveys a message that has stood the test of time because it is anchored to the dimension of the product (that is to tyres), but at the same time escapes the confines of materiality. In your car, as in life, "power is nothing without control".
In the 2018 Annual Report, a video, a collection of photographs and three writers of international fame offer different interpretations of the slogan from their apparently contrasting points of view that suggest the search for a balance.
Adam Greenfield, Lisa Halliday and J.R. Moehringer, the three writers involved in the Pirelli 2018 Annual Report project, offered their personal representation of power and control, exploring the worlds that belong to the Pirelli DNA, namely technology, sport and culture.
Adam Greenfield, in the article entitled "Standing in the Way of Control", focuses on technology, asserting that "the distinction between power and control ranks among the central challenges of our time. Our Promethean technologies offer us more and more power by the day, but the plain fact is that we haven’t yet learned how to control them".
J.R. Moehringer, in the story entitled "The Control of the Power", dedicated to sport, writes: "We all make the mistake now and then of thinking the great athletes, actors, painters, doctors, entrepreneurs, et al., are gifted with special powers. In fact everyone has special powers. The ones who succeed are the ones who find ways of achieving durable, consistent control over their powers".
In the essay "Hurrying Slowly", dedicated to art and culture, Lisa Halliday says: "Art is a journey, a distance travelled by the consciousness. This is true for both artist and viewer, performer and audience, writer and reader. The power that propels such a journey is nothing without control because control is what harnesses artistic potential and directs it".
Alongside these writings, Young & Rubicam, the agency that 25 years ago created the campaign with Carl Lewis, made a video in which power is shown as the inner force that drives humans to go further and control is seen as the indispensable element to reach every destination. The same concept is also illustrated by a photo gallery that enriches the printed edition of the budget with explanatory images of the concept of "Power". Because power is not just force. It can be a kiss, an idea, a colour, a smile or even a simple word.