Pirelli: the 2018 annual report celebrates 25 years of “Power is nothing without control”
“Power is nothing without control” is the slogan that for exactly 25 years has accompanied the Pirelli brand throughout the world.
The company is thus dedicating its 2018 Annual Report to this famous catch phrase, celebrating its anniversary with stories by three international writers, a video and a series of photographic images which propose a few of its many possible interpretations.
The fortunate launch of the campaign depicted Carl Lewis, photographed by Annie Leibowitz, in the classic position of a sprinter in the starting blocks while wearing high-heeled red shoes – an image which has become legendary.
The photograph, taken in Texas in 1994 and an icon of advertising creativity, conveys a message that has lasted through the years because it is rooted in the product, the tyre, and at the same able to go beyond the limits of the material: in a car, as in life, “power is nothing without control”.
This exercise in synthesis also involves the three authors involved in the Pirelli’s 2018 Annual Report - Adam Greenfield, Lisa Halliday and J.R. Moehringer – with each proposing a personal interpretation of power and control in spheres also related to Pirelli: technology, sport and culture.