{"product_id":"la-pubblicit-con-la-p-maiuscola","title":"La Pubblicità con la P maiuscola","description":"\u003cp\u003eThe book tells \u003cstrong\u003ethe story of Pirelli advertising from the 70s through to the present day\u003c\/strong\u003e, drawing on the Group’s Historical Archive, which contains thousands of advertising prints and dozens of television commercials.\u003c\/p\u003e\r\n\u003cp\u003eIn the 70s and 80s, the advertisements were made by Pirelli’s Centro, with such great names as \u003cstrong\u003ePino Tovaglia, Salvatore Gregorietti\u003c\/strong\u003e, and \u003cstrong\u003eFrançois Robert\u003c\/strong\u003e. It was Centro, an interesting example of an Italian in-house agency, that took Pirelli communication from a world of tradition into one of marketing-oriented strategies. The 90s saw the arrival of international agencies (Young \u0026 Rubicam and Armando Testa) with global campaigns that used endorsers from the world of cinema and sport (Sharon Stone, Carl Lewis, Ronaldo). The picture by Annie Leibovitz of \u003cstrong\u003eLewis wearing high-heeled shoes\u003c\/strong\u003e, and the slogan “Power is Nothing without Control” in 1994 became landmarks in the history of advertising.\u003c\/p\u003e\r\n\u003cp\u003eThe book, which follows on from \u003cem\u003eA Muse in the Wheels | Pirelli: A Century of Art at the Service of its Products\u003c\/em\u003e, examines the evolution of advertising strategies, techniques and languages in the shift from analog to digital technologies. Pirelli was at the forefront, as we can see in the creation of the Pirelli P consisting of 140 cars seen at a height of 85 metres – an amazing feat in a pre-digital era – and in one of the first entirely digital experiments in advertising with the “Pirellibility” spot (1981).\u003c\/p\u003e\r\n\u003cp\u003eAfter the introductory essays by \u003cstrong\u003eAntonio Calabrò, Paola Dubini, Carlo Vinti, Michele Galluzzo\u003c\/strong\u003e and \u003cstrong\u003eGiancarlo Rocco di Torrepadula\u003c\/strong\u003e, the advertising campaigns are presented with \u003cstrong\u003e800 illustrations\u003c\/strong\u003e (paste-up layouts, prints, photographs, video stills), divided into sections: Pirelli Group corporate communication, communication “of public interest” and actual product advertisements. \u003c\/p\u003e\r\n\u003cp\u003eThe book has \u003ca href=\"https:\/\/www.fondazionepirelli.org\/en\/publishing-project\/advertising-with-a-capital-p\/\"\u003eits own website\u003c\/a\u003e and a web app, accessible via QR code, for viewing the many audio-visual advertisements (from the Carosello programme in the early seventies to the special effects used in the commercials with \u003cstrong\u003eCarl Lewis \u003c\/strong\u003eand\u003cstrong\u003e Ronaldo\u003c\/strong\u003e in the nineties, through to the “Wild” spot, with top Hollywood names). It also includes additional advertising materials (paste-up layouts and prints), descriptions of the restoration operations and much more special content. \u003c\/p\u003e\r\n\u003cp\u003e \u003c\/p\u003e\r\n\u003cp\u003e\u003cem\u003eLa Pubblicità con la P maiuscola\u003c\/em\u003e is also available as an \u003ca href=\"https:\/\/www.bookrepublic.it\/ebook\/9788875706579-la-pubblicita-con-la-p-maiuscola-corraini-edizioni\/\"\u003ee-book\u003c\/a\u003e.\u003c\/p\u003e\r\n\u0026nbsp;\r\n\u003cp\u003e\u003cem\u003eThis book is also available in\u003c\/em\u003e \u003ca href=\"https:\/\/corraini.com\/en\/pirelli-advertising-with-a-capital-p.html\"\u003eEnglish\u003c\/a\u003e.\u003c\/p\u003e","brand":"corraini-shop","offers":[{"title":"Default Title","offer_id":53629417914698,"sku":"FC133","price":50.0,"currency_code":"EUR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0993\/8652\/3978\/files\/pirelli-pubblita-con-la-p-maiuscola.jpg?v=1768326771","url":"https:\/\/corraini.com\/en\/products\/la-pubblicit-con-la-p-maiuscola","provider":"corraini-shop","version":"1.0","type":"link"}