"United Against Ugliness!". This is how the new Lancia brand advertising campaign kicks off, an innovative communication strategy when compared to others used in the car field to date.

The strategy starts out by creating the UAU! (United Against Ugliness) movement, embracing people from different cultural and national backgrounds who engage a non-violent battle against ugliness. This ironical movement was formed in Italy and France and will later be extended to cover most of the major European markets in which the Lancia brand operates. The movement puts out a clear and direct message, it creates a Manifesto, an appeal in favour of beauty. And in parallel it takes the entire Lancia Ypsilon range as a prime example of beauty: a high-performance car with a strong personality and really attractive styling.

The outstanding feature of the communication campaign - created by the Armando Testa advertising agency's Creative Directors, Germán Silva, Haitz Mendibil and Ekhi Mendibil - is a spectacular aesthetic approach down to the last detail.
 

But also the extreme irony captured by the "UAU!" concept, coupled with the messages incorporated in the various forms of advertising: from television to the press, cinema and posters, in addition to two web sites, below-the-line actions, and communication at dealer locations.

The TV commercial has been co-produced by Italy's Little Bull and Alamo Films from Spain, and was filmed in Lisbon, directed by Julio del Alamo with the cooperation of Guillermo Navarro as Director of Photography.

The main performers in the films are from eight different countries, each one reciting the Manifesto in his or her own language. This highlights the message's importance and emphasis, while not overlooking the more than 2,500 extras used to transmit the impressiveness of this commercial.