AdWeek (via Yahoo): Pirelli Tire Seeks Wider U.S. Track
Advertising, Italian style
WestWayne took the Pirelli account from Orange, California-based Brighton Advertising. With perennial ambitions that prove larger than actual spending, Pirelli said it intends on spending $8 million on advertising, including interactive work. In the past, the U.S. division of the Italian tire maker has had the objective of extending its brand beyond the performance category, but has been stymied in executing on that mission by having to use European-generated creative designed for other purposes. Its interactive work in particular has originated from Italy.
As can be seen from the Pirelli calendar ad above, Italian tire salespersons work rather differently than they do here in America. It's a far cry from the Michelin Man, and WestWayne has its work cut out for it in getting the very style-conscious corporate headquarters to approve the sort of pedestrian creative that works for the stated U.S. objectives.
