{"id":35392,"date":"2019-05-15T18:13:08","date_gmt":"2019-05-15T16:13:08","guid":{"rendered":"http:\/\/abmnews.com\/blog\/?p=35392"},"modified":"2019-05-15T18:13:08","modified_gmt":"2019-05-15T16:13:08","slug":"pirelli-lannual-report-2018-celebra-i-25-anni-di-power-is-nothing-without-control","status":"publish","type":"post","link":"https:\/\/www.abmnews.com\/blog\/pirelli-lannual-report-2018-celebra-i-25-anni-di-power-is-nothing-without-control\/","title":{"rendered":"PIRELLI: L\u2019ANNUAL REPORT 2018 CELEBRA I 25 ANNI DI \u201cPOWER IS NOTHING WITHOUT CONTROL\u201d"},"content":{"rendered":"
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\u201cPower is nothing without control\u201d \u00e8 lo slogan che da 25 anni esatti accompagna il brand Pirelli in tutto il mondo. \u00c8 al suo famoso pay off che la societ\u00e0 dedica quindi l’Annual Report 2018, celebrandone l\u2019anniversario con i racconti di tre scrittori internazionali, un video e una serie di immagini fotografiche che propongono alcune delle suetante possibili interpretazioni.<\/p>\n

La fortunata campagna di lancio di \u2018Power is nothing without control\u2019 ritraeva Carl Lewis, fotografato daAnnie Leibovitznella classica posizione del velocista ai blocchi di partenza,mentre calzava scarpette rosse con tacchi a spillo poi divenute leggendarie. La foto, scattata in Texas nel 1994 edivenuta un\u2019icona della creativit\u00e0 pubblicitaria, trasmette un messaggio che \u00e8 stato in grado di resistere agli anni perch\u00e9 ancorato alla dimensione del prodotto, il pneumatico, e al tempo stesso capace di sfuggere ai confini della materialit\u00e0: in auto, come nella vita, \u201cla potenza \u00e8 nulla senza ilcontrollo\u201d. Una riflessione senza tempo, che non si esaurisce perch\u00e9 lascia alle donne e agli uomini di ogni epoca la ricerca di un punto d\u2019equilibrio tra due dimensioni apparentemente contrastanti.<\/p>\n

Un esercizio di sintesi che fanno anche i tre autori coinvolti nel progetto Annual Report 2018 di Pirelli – Adam Greenfield, Lisa Halliday e J.R. Moehringer \u2013 e che propongono una personalerappresentazione della potenza e del controllo all\u2019interno di mondi appartenenti anche a Pirelli: la<\/p>\n

tecnologia, lo sport e la cultura.<\/p>\n

Per Adam Greenfield, nel testo intitolato \u201cCi\u00f2 che ostacola il controllo\u201d e incentrato sulla tecnologia,\u201cla distinzione tra la potenza e il controllo \u00e8 tra le sfide cruciali della nostra epoca. Le pi\u00f9 audaci tecnologie del presente ci mettono a disposizione una quantit\u00e0 sempre maggiore di potenza, ma la realt\u00e0 \u00e8 che non abbiamo ancora imparato a controllare queste tecnologie\u201d.<\/p>\n

J.R. Moehringer, nel racconto \u201cIl controllo della potenza\u201d dedicato allo sport, scrive: \u201cA tutti capita di pensare, erroneamente, che i grandi atleti, attori, pittori, medici, imprenditori e cos\u00ec via siano dotati di poteri speciali. In realt\u00e0 tutti abbiamo dei poteri speciali. Le persone di successo sono quelle che riescono a tenere sotto controllo questi poteri in maniera duratura e costante\u201d.<\/p>\n

In \u201cAffrettarsi con lentezza\u201d, saggio dedicato all\u2019arte e alla cultura, Lisa Halliday afferma: \u201cL\u2019arte \u00e8 un viaggio, ed \u00e8 la coscienza a coprire la distanza. Ci\u00f2 \u00e8 vero per l\u2019artista come per il fruitore, per chi \u00e8sotto i riflettori come per il pubblico, per lo scrittore come per il lettore. La forza propulsiva che anima questo viaggio non \u00e8 niente senza il controllo, perch\u00e9 solo il controllo \u00e8 in grado di imbrigliare edirigere il potenziale artistico\u201d.<\/p>\n

Gli scritti dei tre autori sono affiancati da un video realizzato da Young&Rubicam, la stessa agenzia che 25 anni fa ide\u00f2 la campagna con Carl Lewis. Qui la potenza viene mostrata come la forza interiore che spinge l’uomo ad andare sempre oltre e il controllo come l\u2019elemento indispensabile a raggiungere ogni meta. Lo stesso concetto del video viene declinato anche in una galleria fotografica chearricchisce l\u2019edizione cartacea del bilancio.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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\u201cPower is nothing without control\u201d: una storia lunga un quarto di secolo<\/p>\n<\/div>\n<\/div>\n

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La fotografia di Carl Lewis con l\u2019headline \u201cPower is nothing without control\u201d d\u00e0 il via a una campagnapubblicitara di grande successo al punto che continua da allora e fino a oggi a identificare Pirelli. Sulla scia della foto di Annie Leibovitz si passa l\u2019anno successivo alla realizzazione di uno spot che sotto la regia di Gerard de Thame vede Carl Lewis in una folle corsa piena di effetti speciali lungo lo skyline di New York. Le immagini finali svelano il segreto della corsa: la pianta del piede di Carl Lewis \u00e8 incisa con il disegno del battistrada del pneumatico Pirelli P6000. L\u2019immagine dei pneumatici Pirelli \u00e8affidata a Carl Lewis fino al 1996. L\u2019anno successivo gli subentra l\u2019atleta francese Marie-Jos\u00e9 P\u00e9rec, allora la donna pi\u00f9 veloce del mondo. Un luogo fatto di ghiaccio e lava, mostri marini, crolli e altre minacce fa da sfondo al nuovo spot Pirelli, da cui la velocista riesce a sfuggire ancora una volta calzando il battistrada dei pneumatici Pirelli.<\/p>\n

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Il 1998 \u00e8 l\u2019anno di Ronaldo, la cui immagine di spalle sulla statua del Cristo Redentore di Rio deJaneiro diventa immediatamente un\u2019icona anche al di fuori del mondo della pubblicit\u00e0.<\/p>\n

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\u201cPower is nothing without control\u201d \u00e8 lo slogan che da 25 anni esatti accompagna il brand Pirelli in tutto il mondo. \u00c8 al suo famoso pay off che la societ\u00e0 dedica quindi l’Annual Report 2018, celebrandone l\u2019anniversario con i racconti di tre scrittori internazionali, un video e una serie di immagini fotografiche che propongono alcune […]<\/p>\n","protected":false},"author":2,"featured_media":35397,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[6259],"tags":[80],"class_list":["post-35392","post","type-post","status-publish","format-standard","has-post-thumbnail","category-pirelli-marche-auto","tag-featured"],"yoast_head":"\nPIRELLI: L\u2019ANNUAL REPORT 2018 CELEBRA I 25 ANNI DI \u201cPOWER IS NOTHING WITHOUT CONTROL\u201d - AbmNews<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.abmnews.com\/blog\/pirelli-lannual-report-2018-celebra-i-25-anni-di-power-is-nothing-without-control\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PIRELLI: L\u2019ANNUAL REPORT 2018 CELEBRA I 25 ANNI DI \u201cPOWER IS NOTHING WITHOUT CONTROL\u201d - 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