ROME, Ga. (June 24, 2003) — Pirelli Tire North America Inc. received a gold “Addy” award for international consumer press advertising at the recent American Advertising Federation (AAF) awards presentation.
The Rome-based tire maker got the award for its “Fist” ad campaign, which featured four tires merging into a “fist” with a ring finger showing the logo of an automotive brand. The company said the concept underlying the message “is the superior road control guaranteed by Pirelli tires in terms of performance, style, safety and reliability.” It noted that Pirelli tires are original equipment on some of the world's finest sports cars, including Alfa Romeo, Maserati, Lamborghini, Audi, Porsche and Saleen.
The ad—included in a new category for international consumer press—was created by Pirelli's international advertising agency Armando Testa of Turin, Italy.
The AAF's Addy awards honor excellence in advertising and attempt to cultivate the highest creative standards in the communications industry. This year's contest drew 60,000 entries and is considered the world's largest advertising competition.