Pirelli goes to Hollywood
Pirelli's new Pirellifilm project - high quality short films launched mainly through the Web and starring current stage and screen stars who will interpret Pirelli's “Power is nothing without control” in a different way each year - is intended to support the Pirelli image and positioning, and to maintain brand leadership.
Controversial, performance and international are the keywords that define the characteristics of the Pirellifilm brand. Each script must respect these three commandments: it must represent a physical or mental performance; it must be an international idea; and it must shake up the audience for its controversial content.
First short "The Call", which debuted end of March 2006 on www.pirellifilm.com, is a dark Gothic thriller about the eternal battle between good and evil. Starring John Malkovich and Naomi Campbell, it was directed by Antoine Foquà, the director of "Training Day", who received an Oscar nomination for "King Arthur".
According to Pirelli, the company has always expressed itself in a strong, controversial, and provocative way (including past campaigns starring Carl Lewis and Ronaldo), and this new project should also keep expectations high. The project is intended to run over several years.
