On Friday evening in Milan, a ceremony was held for the Mediastars Awards, the independent competition which has celebrated the best in Italian advertising campaigns throughout the years. Divided into four communication sectors, and further subdivided into 12 different sections, the awards aim to celebrate the best in the Italian creative industry, with a particular focus on advertising, production studios, and digital agencies.
Hosted at the San Fedele Auditorium, the event was attended by the country’s most prestigious advertising agencies, production and post-production studios, and digital agencies. Notably, the jury of the XXIX edition of the Mediastars Awards decided to honor the “New Lancia Ypsilon. A Masterpiece on the Move” TV commercial with four prestigious accolades: 1st place in the Product category in the TV section, 2nd place in the TV section, Special Star for Creative Direction, and Special Star for Art Direction.
Produced last year by Lancia in collaboration with the creative agency 777, the elegant video formed part of a larger ad campaign of the same name, which also extended across social media, print, and outdoor advertising. The goal was to introduce the public to the complete lineup of the New Ypsilon—the first model of the Italian brand’s new era—showcasing its classic yet modern style through the clever juxtaposition of Lancia’s latest creation with some iconic pieces of Italian art.
Set against a backdrop of spare, austere architecture reminiscent of De Chirico’s cityscapes, the ad presents the New Lancia Ypsilon as a masterpiece on the move. Within this setting, the ad’s actors are characters from iconic works of arts, brought to life through slow-motion and special lighting effects, accompanying the New Lancia Ypsilon as it becomes a masterpiece on the move. The works of art featured in the ad include “Lady with an Ermine” by Leonardo da Vinci, “Young Woman in a Yellow Dress (Madame Modot)” by Amedeo Modigliani, and “The Kiss” by Francesco Hayez. Furthermore, the ad was shot entirely in Rome—one of the most iconic symbols of Italy throughout the world—and accompanied by a classic yet contemporary reinterpretation of the aria “Casta Diva” from Bellini’s “Norma”.
In summary, the success at the prestigious Mediastars Awards stands as a proud achievement for everyone involved in the “New Lancia Ypsilon: A Masterpiece on the Move” project. It is not only recognition of a successful campaign, but also a tribute to Lancia’s ability to clearly and creatively express its penchant for elegance, innovation, and beauty. This philosophy takes center stage in the ad, which succeeds in capturing the identity of the New Lancia Ypsilon and speaks directly to its audience—i.e., those who are interested in culture and aesthetics, attracted to style, and inspired by technological innovation and environmental issues. It targets a sophisticated, conscious audience who is naturally drawn to beauty and contemporary ideas and sees Lancia as an authentic symbol of refined Italian modernity. Charles Fuster, Lancia Marketing & Communication Director, states: “These prestigious awards not only make us proud, but also demonstrate that Lancia is ready to reclaim its place at the top of the premium B-segment. With the New Lancia Ypsilon, we wanted to unite design, emotion, and value for our customers. And the results speak for themselves: we are attracting new customers who appreciate perceived quality and innovation, as well as stylistic elegance and aesthetic and environmental harmony.”
No comment yet, add your voice below!