The new Lancia Ypsilon
advertising advertising campaign will go on air starting from Sunday (June 5).
The New Ypsilon is a mix technology and 'ecological' power in just 3.84 metres
and, for the first time ever, it is proposed in a 5-door version designed to
offer even greater convenience and comfort to devotees of Lancia charm,
technological excellence and unique style.
Created by the agency
Armando Testa for TV, press, billboards, radio and the Internet, the
campaign aims to challenge the traditional concept of "luxury" by stripping it
of the excesses and coming to a modern definition of the term. In fact,
according to Lancia, modern luxury frees itself of the excesses and is
synonymous with personality and originality. The ad's claim sums it up: "luxury
is a right".
Star of the launch
campaign is the actor Vincent Cassel, who performs a monologue formulated as a
"theatrical pièce" in the commercial. The commercial was shot in Paris by the
production company The Family in collaboration with Caviar,
directed by Romain Gavras and Kim Chapiron.
With non-stop changes of tone
and emphasis, Cassel asks himself: "What is luxury? Parties, jewellery, living
in excess?" "Another" Cassel, who plays the more thoughtful role of himself,
instead understands what true luxury is today. "Luxury finally free of excesses,
that rids itself of superfluous things, that rediscovers itself in the simple -
and for this reason - more precious things." In Lancia's opinion, this is the
new luxury, a luxury freed from old rules and clichés that begins precisely with
the new Ypsilon to then indirectly arrive at all of the new Lancia models.
Vincent Cassel's statements
overlap in editing that is at times fast and at times relaxed, to the beat of
the recitation. The answer to all the questions is unexpected and simple. Just
like the campaign's claim: "Luxury is a right".
A multi-subject campaign that
brings together Vincent Cassel's intriguing and clear-cut expression with the
explosive phrase that is the TV commercial's signature, "Luxury is a right", was
designed for the press. The visual also plays with the various portraits of
Vincent Cassel shot by the photographer Nigel Perry.
This makes the new rule of
luxury according to Lancia even more memorable. To remain well-engraved in the
minds of "Ypsilon people" the world over, the rule will be heard in the TV and
radio commercials and will be read in the press and on billboards.
The new Ypsilon advertising
campaign becomes interactive on the web, the media that more than all the others
brings brands up close to their customers. It consists of an intriguing web
contest sporting a number of banners, including several special formats for MSN
and YouTube. Starting on June 6, Lancia will offer every user
the chance to express his idea of luxury on a microsite by Bitmama and in this
way become an "Ambassador of Luxury". That is because luxury has a different
meaning for each one of us, but with Lancia becomes accessible to everyone. A
panel of judges will select the five stars of the next new Ypsilon digital
communication campaign from amongst the ambassadors, and it will be advertised
in all the leading Italian newspapers. What's more is that the winner of an
exclusive Lancia Ypsilon Platinum will be drawn from the names of everyone who
registers on the website.