At Cinecittà World: behind the scenes the latest New Lancia Ypsilon commercial

• Set to air next week, the latest New Lancia Ypsilon commercial features a creative blend of ideas, emotions, and special touches to capture the imagination.
• Juxtaposing images from the set with interviews with the project’s masterminds, the commercial’s making-of (available at this link) provides an exclusive look at how a visionary concept becomes a reality.
• Filmed at Cinecittà World, Italy’s first movie theme park, the commercial is set within a glamorous urban setting, featuring elegant boulevards and cinematic imagery to highlight the charm of the New Ypsilon.
• With a highly refined look which alternates bright colors with softer tones in its costumes and décor, the video pays homage to the teamwork that went into creating the New Ypsilon, the car’s immense appeal, and the intrinsic values found within Lancia’s DNA.
• This exciting making-of kicks off a jam-packed year for Lancia, including the debut of the new Ypsilon HF and the brand’s returns to the rally world, as it reclaims its rightful place on the international motorsport scene.
  

The making of a commercial is never a mere question of image-making. Rather, it is a process of blending ideas, emotions, and special touches to tell a story which captures the imagination. The New Lancia Ypsilon commercial, which hits the airwaves next week as part of Lancia’s TV, print, poster, and social media campaign, was conceived with this approach in mind.

To speak about its creation without revealing the beauty of its images, the Lancia brand has produced a captivating backstage video which provides a look up close at how a visionary concept becomes a remarkable reality. At this link, it is possible to discover this process through behind-the-scenes images of the shoot and short interviews with those who contributed to its production: from the producer to the director and even the brand’s managers.

Notably, the commercial was shot at Cinecittà World, Italy’s first movie theme park, which was created by the famous Italian set and costume designer Dante Ferretti. At Cinecittà World, an urban set was designed to accurately reproduce the glamorous atmosphere of a fashionable city, with elegant boulevards, luxurious shop windows, and cinematic imagery to highlight the charm of the New Ypsilon. Every detail within the frame is used as a storytelling device and is somehow connected to Lancia, reflecting the values of elegance, innovation, and design which set the brand apart. Moreover, special attention was given to the commercial’s costumes and décor, combining classic elements to contemporary details.

The concept at the heart of the commercial is attraction, which is exemplified by the magnetism the New Ypsilon gives off with its elegant design, sophisticated interiors, and state-of-the-art technology. To give us a glimpse of the story, the making-of opens with a behind-the-scenes look at a day on set and cuts to interviews juxtaposed with images of the commercial’s preparation, filming, costume design and the Ypsilon itself. Special attention is given to the commercial’s female protagonist, whose simple yet sophisticated style perfectly embodies the Lancia’s identity. Additionally, one won’t be able to help to notice the blue velvet dress designed by Ginevra Zanivan, which was already presented at the Chantilly Concours d’Élégance, where the Lancia Pu+Ra HPE was awarded with Best of Show. Furthermore, to highlight the premium quality of both Italian brands, some of the set décor was provided by Cassina.

Between one interview and another, the set comes to life: technicians, stylists, cameramen, and actors move about this creative and professional environment. However, the clear star of the show is New Ypsilon which, with its precision steering and enhanced suspensions, guarantees a one-of-a-kind driving experience; meanwhile, the refined interiors made with high-quality materials create a comfortable and quiet atmosphere. Last but not least, its double-display infotainment system embodies the unrelenting and innovative spirit which defines the latest Ypsilon.

Charles Fuster, Head of Marketing and Communication of the Lancia brand, states: “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
With 118 years of history, Lancia represents timeless Italian Elegance, a brand that made people around the globe dream, thanks to its iconic vehicles: the elegant Flaminia and Aurelia B24 Spider, the high-performance Delta, Stratos and 037, the eclectic Fulvia, the Beta HPE and many others.
Lancia embarked on its Renaissance with the launch of the New Lancia Ypsilon and with a 10-year strategic plan that is moving ahead in leaps and bounds.
Innovation and timeless design have always been the founding principles for the brand. And now sustainability, customer centricity and social responsibility have also become essential, because Lancia is determined to look to the future with great commitment and ambition.

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