Let's dance attack

Agency Network: 
October 2011


On the eve of the F1 Grand Prix at Monza, 30 professional dancers from Paris, Rome and Milan descended upon the famous Arco dell Pace in Milan to launch Pirelli’s new P-Zero Silver tire. They performed a graceful, yet powerful dance attack, set to the music of Breakbot’s “Fantasy”. This event and film highlights Pirelli’s partnership with F1 and the “Let’s Dance” campaign. The dance attack was choreographed by acclaimed French choreographer Paola Ka and filmed by Nathalie Canguilhem with HSI London.

Ambient advertisement created by 72andSunny, United Kingdom for Pirelli, within the category: Fashion.

Advertising Agency: 72&Sunny Amsterdam, Netherlands
Creative directors: Carco Cavallone, Robert Nakata
Production: HSI London
Director: Nathalie Canguilhem
Music: Breakbot "Fantasy"
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Highest Rated

kleenex's picture

How is this supposed to sell tires???

Activity Score 57557
Web Designer/Developer
sergeo_syd's picture

Another stunt, I love stunts but I feel a bit "So what". Maybe I am spoilt.

Activity Score 555
Production Manager at www.skozak.com |

http://edictive.com - Film Production Management

Sarah80's picture

So what? Absolutely not. the people reaction are fake, very fake. Is it a music video or what? mumble mumble...

Activity Score 207
Marketing Manager at Brand Manager
NicoCiego's picture

hm. why "lets dance"? o_0

Activity Score 1019
Art Director at Quezon City Philippines
GaboGabo's picture

I don't like. it's not a video music, its an ambient, and the music can't save it. When I was been in Milan I learned a nice word "fuffa" (nothingness). this is it, fuffa.
And the Milanese people knows what I mean.

Activity Score 106
kleenex's picture

How is this supposed to sell tires???

Activity Score 57557
Web Designer/Developer
Fera Groove's picture

What agencies do you guys work? I would love to see some of you doing such AD for a boring client like Pirelli. I respect this AD.

Fera Groove
Activity Score 205
Art Director
Glut's picture

It´s not about if a client is or isn´t boring. It´s about ideas, to do best for the client despite his level of boringness. I´m totally agree with gabogabo

Activity Score 3907
Public Relations at Glut. Ideas Boutique.
vote4pedro's picture

I'm not sure how it qualifies as "ambient" when the crowd is obviously extras paid to act like they're into it. You can see the same people in the background of different settings. Even in the best flash mobs, people just stand there and take pictures with their cell phones. So really it's just a 2 minute commercial disguised as a flash mob, made for youtube.

Activity Score 4549
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