Lancia presents its new model with a commercial that celebrates Italian elegance through art.
The TVC stars are the new Lancia Ypsilon and some Italian painting masterpieces brought back to life in an urban context evoking De Chirico, but in a modern key, following the brand’s ‘progressive and classic’ approach.
Leonardo da Vinci’s ‘Lady with an Ermine’ and ‘The Vitruvian Man’, Amedeo Modigliani’s ‘Woman in a Yellow Dress’, Francesco Hayez’s ‘The Kiss’ and a detail of Michelangelo’s ‘Creation of Adam’ are stopped in pose as the new Lancia Ypsilon passes by, thanks to a combination of lighting and slow-motion, thus underlining the tribute and contribution that the ‘Masterpiece in Motion’ makes to Italy’s artistic heritage.
The commercial, shot in Rome by director Michael Jurkovac, is supported by the musical aria ‘Casta Diva’ from Bellini’s opera ‘Norma’ in a reinterpretation that combines the classical with the contemporary.
In addition to the TVC, the campaign concept was declined at 360° degrees involving also the brand’s social channels.
The TVC stars are the new Lancia Ypsilon and some Italian painting masterpieces brought back to life in an urban context evoking De Chirico, but in a modern key, following the brand’s ‘progressive and classic’ approach.
Leonardo da Vinci’s ‘Lady with an Ermine’ and ‘The Vitruvian Man’, Amedeo Modigliani’s ‘Woman in a Yellow Dress’, Francesco Hayez’s ‘The Kiss’ and a detail of Michelangelo’s ‘Creation of Adam’ are stopped in pose as the new Lancia Ypsilon passes by, thanks to a combination of lighting and slow-motion, thus underlining the tribute and contribution that the ‘Masterpiece in Motion’ makes to Italy’s artistic heritage.
The commercial, shot in Rome by director Michael Jurkovac, is supported by the musical aria ‘Casta Diva’ from Bellini’s opera ‘Norma’ in a reinterpretation that combines the classical with the contemporary.
In addition to the TVC, the campaign concept was declined at 360° degrees involving also the brand’s social channels.
Year
2024
