SHERIDAN, WYOMING – Jan. 09, 2025 – Lancia is offering a captivating glimpse behind the scenes of its newest commercial for the New Lancia Ypsilon. More than just a "making-of" video, this exclusive look reveals the passion, creativity, and meticulous detail that went into bringing the Ypsilon's story to life.
A Cinematic Experience at Cinecittà World
The commercial, set to air next week across various media platforms, was filmed at Cinecittà World, Italy's first movie theme park. This unique setting, designed by renowned Italian set and costume designer Dante Ferretti, provided the perfect backdrop to showcase the Ypsilon's elegance and charm. The commercial recreates a glamorous urban environment, complete with stylish boulevards and luxurious storefronts, mirroring the sophisticated lifestyle associated with the Lancia brand.
More Than Just Images: A Story of Passion and Teamwork
Lancia emphasizes that the making-of video is not simply about showcasing the commercial's visuals. Instead, it aims to capture the essence of the creative process, highlighting the dedication and collaboration that went into every aspect of the production. Viewers are given access to interviews with key individuals involved in the project, from the producer and director to Lancia's own brand managers.
Elegance and Innovation: The Ypsilon Takes Center Stage
The core concept of the commercial revolves around the theme of "attraction," embodied by the New Ypsilon's captivating design, refined interiors, and advanced technology. The making-of video offers a sneak peek at the commercial's narrative, featuring a stylish female protagonist who perfectly embodies the Lancia identity. Her sophisticated wardrobe, including a stunning blue velvet dress designed by Ginevra Zanivan (previously showcased at the Chantilly Concours d'Élégance), complements the Ypsilon's own refined aesthetic.
Highlighting Italian Craftsmanship
The video also emphasizes the collaboration with other premium Italian brands. Furniture from Cassina graces the set, underscoring the shared commitment to quality and craftsmanship. This partnership reinforces Lancia's dedication to showcasing Italian excellence.
A Glimpse into the Future of Lancia
Charles Fuster, Head of Marketing and Communication for Lancia, shares his excitement about the new commercial and the brand's future: "The making-of the new commercial provides a glimpse into a world of creativity, passion, and attention to detail, giving birth to a captivating campaign which is about much more than a product. After all, the New Lancia Ypsilon is not only an icon of Italian elegance which is capable of winning you over at first sight. It is the most recent creation from a legendary brand which has written unforgettable chapters in the history of international motorsport. After launching the New Ypsilon and 160 rebranded showrooms in Italy in 2024, we are enthusiastically and relentlessly moving forward with our renaissance into the new year, giving life to new projects which celebrate beauty and performance, including the debut of the 280-HP Ypsilon HF and our return to the rally world!"
Lancia's Renaissance Continues
This new commercial and the accompanying making-of video mark another step in Lancia's ongoing brand revival. With a focus on innovation, timeless design, and sustainability, Lancia is reclaiming its position as a symbol of Italian elegance and automotive excellence. The upcoming launch of the high-performance Ypsilon HF and the brand's return to the rally world further demonstrate Lancia's commitment to a dynamic and exciting future.