Launch campaign of New LANCIA Ypsilon
London, 26 February 2024, (Oilandgaspress): –New LANCIA YPSILON EDIZIONE LIMITATA CASSINA has been presented to the general public through an integrated communication campaign across all digital, print, outdoor, and social media channels, including TikTok to bring the brand closer to the new generation of premium customers.
The creativity of the commercial is based on a gimmick during a phone conversation between the two protagonists, portrayed by Italian actors Alice Sabatini and Tommaso Basili. While the actor moves through the streets of downtown Milan aboard the silent New LANCIA YPSILON EDIZIONE LIMITATA CASSINA, she is seen inside a stunning villa on the shores of Lake Como. The man describes an elegant, bright environment, featuring Italian designer furniture and simple, intuitive technology, suggesting he is talking about his own home. The ‘misunderstanding’ continues, to be clarified only in the finale, when the leading lady leaves the villa to get into the car and tells him she is “at his place”. New LANCIA YPSILON EDIZIONE LIMITATA CASSINA represents the ultimate expression of design, comfort, and onboard well-being, with the cabin becoming a veritable “Lancia living room”, to feel at home wherever you are.
The dialog plays out to music by Flavio Ibba and Antonio Condello; visually, it is accompanied by an alternation between evocative, typically Italian views and a gradual focus on the car’s details, revealed bit by bit. The director emphasizes the importance of the Italian spirit, focusing on the details of two landscapes that are as different as they are complementary. On the one hand, Milan, with the spires of its cathedral making the city immediately recognizable all over the world, including as the Italian capital of design and home to the Cassina brand. On the other, overlooking its magnificent lake, Como is an icon of the Italian spirit all over the world, as well as of the refinement and exclusivity that befit a premium brand like Lancia.
The concept of “home feeling” is recalled by the lovely villa inhabited by the leading lady, to express the Lancia language set out in various forms and levels: the details of the home draw an immediate parallel with the car, thanks in particular to the Maralunga sofa, an icon of design part of the Cassina iMaestri Collection designed in 1973 by Vico Magistretti, which visually and chromatically recalls the armchairs with “Cannelloni” texture of the New LANCIA YPSILON EDIZIONE LIMITATA CASSINA, where the seats and backrests are made of 100% recycled blue velvet, an ideal reinterpretation of tradition in perfect Lancia style.
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