En Route: From Road to Advertising
The reliability of the Stella Bianca made it a symbol of what became known as the Golden Age of Racing and the benchmark component for the Italian automotive industry, to the point that in the early years of the decade over 80% of cars sold in Italy were fitted with Pirelli tyres. The Fiat Topolino, for example, was fitted with Stella Bianca tyres right from its launch in 1936. The unusual tread pattern was at the heart of the advertising of those years: it took centre stage, playing the lead role in large format scenes that focused on the theme of speed. These were the years of the historic avant-gardes and Pirelli, which kept a close eye on innovative forms of communication, found in Futurism the perfect visual approach to promote the powerful, sporty and rugged “Victory Tyre”. In later years, the Stella Bianca also returned in more streamlined graphics and photo shoots at the highest artistic levels.
One fine example of this was created by the photographer Federico Patellani and published in Pirelli magazine in 1950 on the occasion of the Monza Grand Prix. This was where the young Nino Farina claimed victory in the very first World Championship in the history of Formula One, aboard his Alfa Romeo 158 fitted with Stella Bianca tyres. The camera is used in an unusual and unexpected way, for the protagonists of this shoot are the mechanics in the pits, the tyre checks, and the partnership with Carlo Borrani’s prestigious company for the manufacture of light duralumin rims. Our eyes are drawn to the Pirelli overalls and caps worn by the mechanics. In just a few precise shots, Patellani – who is known for his post-war shoots – managed to capture what went on behind the scenes at the historic race on the legendary Italian circuit, the most coveted by Formula One drivers after Silverstone.
The reliability of the Stella Bianca made it a symbol of what became known as the Golden Age of Racing and the benchmark component for the Italian automotive industry, to the point that in the early years of the decade over 80% of cars sold in Italy were fitted with Pirelli tyres. The Fiat Topolino, for example, was fitted with Stella Bianca tyres right from its launch in 1936. The unusual tread pattern was at the heart of the advertising of those years: it took centre stage, playing the lead role in large format scenes that focused on the theme of speed. These were the years of the historic avant-gardes and Pirelli, which kept a close eye on innovative forms of communication, found in Futurism the perfect visual approach to promote the powerful, sporty and rugged “Victory Tyre”. In later years, the Stella Bianca also returned in more streamlined graphics and photo shoots at the highest artistic levels.
One fine example of this was created by the photographer Federico Patellani and published in Pirelli magazine in 1950 on the occasion of the Monza Grand Prix. This was where the young Nino Farina claimed victory in the very first World Championship in the history of Formula One, aboard his Alfa Romeo 158 fitted with Stella Bianca tyres. The camera is used in an unusual and unexpected way, for the protagonists of this shoot are the mechanics in the pits, the tyre checks, and the partnership with Carlo Borrani’s prestigious company for the manufacture of light duralumin rims. Our eyes are drawn to the Pirelli overalls and caps worn by the mechanics. In just a few precise shots, Patellani – who is known for his post-war shoots – managed to capture what went on behind the scenes at the historic race on the legendary Italian circuit, the most coveted by Formula One drivers after Silverstone.
