In a delightful twist of advertising, Lancia has rolled out its newest marvel, the Lancia Ypsilon Edizione Limitata Cassina, turning heads and streets into runways with its latest communication campaign. Since February 14, this campaign has been turning the mundane into the magnificent, spanning TV commercials, print, and a digital media blitzkrieg, all aimed at showcasing the car as nothing less than a rolling piece of Italian art.
Described as a “splendid Italian home on wheels,” the New Lancia Ypsilon dazzles with style, onboard comfort, and intuitive technology, all wrapped up in exquisite design details. This campaign is not just an ad; it’s a journey through Italian elegance and design, a testament to the car’s embodiment of these values.
Charles Fuster, Head of Marketing and Communication for Lancia, paints a vivid picture: “The launch campaign of New Ypsilon is a love letter to Italian elegance and identity. Filmed entirely in Italy, with a cast of Italian actors, it’s a visual feast that celebrates the country’s stunning landscapes, culture, and, of course, the unmistakable Lancia style.”
The campaign cleverly uses a narrative gimmick – a phone conversation between two protagonists, played by Italian actors Alice Sabatini and Tommaso Basili. The commercial, set against the backdrop of Milan’s urban chic and the picturesque Lake Como, plays on a delightful misunderstanding about where the conversation is happening – in a lavish villa or inside the luxurious Lancia Ypsilon.
The ad culminates in a charming twist, revealing that the luxurious descriptions were, in fact, about the car’s interior, dubbed the “Lancia living room.” This creative approach highlights the vehicle’s design and comfort, positioning it as a mobile extension of one’s home.
Flavio Ibba and Antonio Condello’s music sets the perfect tone, while director Martin Werner’s vision brings to life the Italian spirit, juxtaposing Milan’s iconic architecture with Como’s serene beauty. The focus gradually shifts to the car’s intricate details, a nod to Lancia’s meticulous craftsmanship.
Drawing a parallel between the car’s interiors and the villa, the campaign features the iconic Maralunga sofa from the Cassina iMaestri Collection, mirroring the car’s “Cannelloni” textured armchairs. This visual and chromatic symmetry speaks volumes about Lancia’s commitment to style and tradition, reinterpreted in a contemporary fashion.
Behind this creative masterpiece is the 777 agency, led by Armando Testa and Herezie. Since January 2024, they have been steering Lancia’s integrated communications throughout Europe, and this campaign marks their first major project for the brand.
With this campaign, Lancia Ypsilon Edizione Limitata Cassina is not just a car; it’s a mobile testament to Italian elegance, making every drive feel like a journey through a stylish, Italian dream.
