SHERIDAN, WYOMING – Jan. 09, 2025 – Lancia is turning heads in the new year with the launch of its captivating "Naturally Eye Catching" advertising campaign, starring the New Lancia Ypsilon. This stylish commercial, airing on major television networks, highlights the car's elegant design, innovative technology, and commitment to sustainability, capturing the attention of a sophisticated and discerning audience.
A Fashionable Film Set
The commercial, conceived and produced by Lancia in collaboration with the 777 advertising agency, was directed by Federico Brugia for Buddy Film studios. Filmed at Cinecittà World, Italy's first movie theme park, the setting recreates a glamorous fashion district, complete with elegant avenues, luxurious shop windows, and special touches from the world of Lancia. Viewers will spot the eye-catching blue velvet dress designed by Ginevra Zanivan, previously showcased at the Chantilly Concours d'Élégance, and refined furniture from Cassina, highlighting the ongoing collaboration between these two premium Italian design brands.
Mannequins Come to Life
In this glamorous atmosphere, the New Ypsilon confidently navigates the exclusive shopping street, captivating not only passersby but even the mannequins in the shop windows. A woman in a café is mesmerized, a businessman smiles in admiration, and most surprisingly, the mannequins come to life, drawn to the car's elegance. Their subtle movements escalate as they follow the Ypsilon with their eyes, turn their heads, and press their hands against the glass, unable to resist its magnetic allure.
Showcasing Style and Substance
The commercial artfully unfolds, highlighting the New Ypsilon's unique features. A sophisticated woman with long red hair embodies the car's spirit as she takes the wheel. Close-up shots emphasize the high-quality interiors, offering superior comfort, and the integrated technologies, such as the infotainment system and Full LED headlights, seamlessly blend style and functionality. In a playful scene, a drone carrying shopping bags is hypnotized by the car's technological allure, loses control, and bumps into a pole.
Design Inspired by Lancia's Heritage
The commercial celebrates the New Ypsilon's sinuous forms, inspired by iconic Lancia models. The round taillights evoke the Lancia Stratos, while the iconic chalice on the front grille is reimagined with three rays of LED light. As the first Stellantis vehicle equipped with the S.A.L.A. system, a virtual and smart interface, the Ypsilon ensures a comfortable driving experience with effortless technology. This best-in-class premium hatchback boasts comprehensive specifications, a large 10.25" display, a top-of-the-line parking aid system, an advanced exterior lighting system, and Level 2 Autonomous Driving as standard.
A Soundtrack of Glamour
The commercial is set to a captivating cover of Donna Summer's "Hot Stuff," performed by Greta Bragoni and arranged by Flavio Ibba and Carlo Palmas (Red Rose Production). This glamorous soundtrack enhances the video's dynamism and elegance, reinforcing the tagline "New Lancia Ypsilon Hybrid. Naturally Eye Catching."
Lancia's Vision for the Future
Charles Fuster, Head of Marketing and Communication for Lancia, states:
"The 'Naturally Eye Catching' commercial elegantly and creatively expresses the values which set us apart, highlighting the natural appeal of a vehicle which combines allure, innovation, and sustainability. Its timeless beauty has been especially appreciated by a new generation of Lancia owners who recognize its exclusivity and value. This has all been backed up by the success of both the countless year-end events in Italy and abroad and the public turnout in Lancia's revamped showrooms, which feature the brand's new corporate identity. Now we are ready for an even more exciting and action-packed 2025, starting with the relaunch of the haloed HF name, which will first make an appearance on the Ypsilon, and Lancia's return to motorsport with the New Ypsilon Rally4 HF, which pays tribute to the glorious rally history of the winningest brand ever.”
Lancia's Renaissance
With 118 years of history, Lancia represents timeless Italian elegance, a brand that has captured the imagination of people worldwide with iconic vehicles like the Flaminia, Aurelia B24 Spider, Delta, Stratos, 037, Fulvia, and Beta HPE. The New Lancia Ypsilon marks the brand's renaissance, driven by a 10-year strategic plan focused on innovation, timeless design, sustainability, customer centricity, and social responsibility.