Pirelli’s ‘Let’s Dance’ campaign “celebrates” F1 involvement
Pirelli is capitalising on its Formula One involvement in a typically spectacular way with its “Let’s Dance” video. The supplier has generated plenty of column inches for tyres with its involvement in the sport, and has announced a special edition passenger car product for 2012, named after the P Zero Silver compound. The night of 8 September 2011 – the day before the Italian Grand Prix – saw the campaign video shot in Milan, with the events filmed also marking the announcement of the limited edition tyre.
In the video, thirty professional dancers dressed as F1 drivers invade the Arco della Pace monument in Milan. The dancers, moving to the sounds of ‘Fantasy’ by French artist Breakbot, worked their way through the underground, delighting tourists and locals in the centre of Milan with the modern dance routine, choreographed by Paola Ka, best known for her work with Prince. The video was directed by Charlotte Gainsbourg collaborator Nathalie Canguilhem.
The Pirelli P Zero Silver, which will be available from spring next year, was covered in the October edition of Tyres & Accessories. The manufacturer says it “follows on from the Italian firm’s tradition of using the lessons learned in motorsport for the benefit of everyday motorists”.