In 1978, Pirelli had the brainwave of illustrating its ‘tyres with a capital P’ ad campaign with an iconic image that consisted of around 140 cars of different makes spread out on a runway to form the distinctive ‘P’ of Pirelli: a powerful visual reminder of the versatility of the tyre range.
Exactly 40 years later, another Pirelli logo has been spelt out using cars. While in 1978 the road cars took centre stage, this year the colourful and high-powered GT3 cars competing in the Blancpain GT Series were the protagonists.
The backdrop to the image was Monza’s main straight: the famous ‘Temple of Speed’ that is second only to Indianapolis in terms of historic race circuits that are still used today. In total, there were 41 cars, 12 represented manufacturers and more than 150 people involved in the shoot, not to mention around 22,000 horsepower – spread out over 80 metres in length and 18 metres in height. All this after a hard day of action on the race track.