Live from June 2 in Italy, Lancia’s new communication campaign for the New Lancia Ypsilon line-up is rolling out with a comprehensive media strategy, including commercials, print ads, and a digital presence across all platforms. The commercial introduces the New Lancia Ypsilon as a mobile masterpiece, emphasizing its beauty, timeless design, and elegance.
In the advertisement, the New Lancia Ypsilon glides past iconic artworks, moving from Leonardo da Vinci’s “Lady with an Ermine” to Amedeo Modigliani’s “Young Woman in a Yellow Dress (Madame Modot).” This visual journey underscores the car’s blend of classic and modern aesthetics.
The New Lancia Ypsilon is available in three trims, featuring either a 100% electric motor or a hybrid engine, all positioned at mid-market prices and taking full advantage of current government incentives.
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Set to air at 9 p.m. on Sunday, June 2, on all major national networks in Italy, the commercial can also be viewed online. Charles Fuster, Head of Marketing & Communication for Lancia, stated, “Lancia has always been a symbol of beauty, design, and elegance, alongside straightforward and intuitive technology.
This new campaign positions the New Lancia Ypsilon as a timeless masterpiece, drawing from the rich history of Italian art to celebrate its enduring beauty and innovation.”
The campaign showcases the New Lancia Ypsilon within a cityscape of essential and rigorous architecture, with actors moving through scenes inspired by iconic artworks. The commercial employs slow motion and special lighting to create a dynamic stage for the New Lancia Ypsilon, portraying it as a true masterpiece on wheels.
Filmed in Rome, the commercial is set to a modern rendition of the bel canto aria “Casta Diva” from Bellini’s opera Norma, further highlighting its connection to Italian cultural heritage.
The target audience for this campaign is composed of individuals who value beauty, style, and technological innovation, with a strong environmental consciousness and a keen sense of fashion.
This demographic appreciates cultural elegance and aesthetic harmony, aligning perfectly with the New Lancia Ypsilon’s strengths in drivability, state-of-the-art technology, electrification, and timeless style. The 100% electric version promises outstanding performance, efficiency, and class-leading range and charging times, while maintaining the signature elegance that defines Lancia.
Credits:
- 777 Agency: Executive Creative Director: Andrea Stillacci. Creative Team: Raffalele Balducci, Federico Albanese, Marta Foli, Alessio Caminiti, Davide Cortese, Thomas Marino. Account Team: Stefano Piccini, Federica Tos, Giulia Ghignone, Benedetta Mancini.
- Producers: Buddy Film. Director: Michael Jurkovac. Director of Photography: John Lynch. Executive Producers: Alessio Gramazio, Paolo Calabresi Marconi. Senior Producer: Stefania Cervellin. Styling: Diamante Cavalli. Staging: Chiara Balducci. Editing: Igor Kovalik / Marcello Sanna. Colorist: Daniel Pallucca. Post-Production: 22Dogs. Music: “Lancia Radiance Casta” by Flavio Ibba & Paolo Fedreghini. Media Planning: Starcom.
Contact:
- Silvia Cassani: Lancia Communications – silvia.cassani@stellantis.com
With 117 years of history, Lancia epitomizes timeless Italian elegance, having captivated the world with iconic vehicles like the Flaminia, Aurelia B24 Spider, Delta, Stratos, 037, Fulvia, and Beta HPE. Now, Lancia is embarking on a Renaissance with a strategic 10-year plan emphasizing innovation, timeless design, sustainability, customer centricity, and social responsibility, showcasing its commitment to the future.
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