LAS VEGAS (Nov. 4, 2004) — With its “urban marketing” approach continuing to hitch a ride from the Hip Hop music scene, Pirelli Tire North America Inc. is on the urban contemporary airwaves again thanks to a new single from rapper “Young Buck.”
One of the three members of rapper 50 Cent's “G-Unit” rap group, Young Buck's single from his new debut album “Straight Out of Cashville” makes reference to his “old school,” vintage Cadillac drop top with “Kill body rims and Pirelli on the tires.” The song, “Shorty Wanna Ride,” also mentions that his car is fitted with 22-inch Pirelli tires—a size that others had been unable to provide—via the line, “They said 22's wouldn't fit but they lied.”
Nashville, Tenn., native Young Buck's new single isn't his first encounter with the Rome, Ga.-based tire maker. He and recording artist Lloyd Banks were featured in a public service announcement (PSA) produced by Pirelli and the Hip Hop Summit Action Network (HSAN) that copped the tire maker's “Power is Nothing Without Control” slogan, urging young people to get out and vote. The PSA was shot earlier in the year during HSAN's Detroit Hip Hop summit, sponsored by Pirelli. The organization sponsored a get-out-the-vote campaign in 26 cities in 10 states prior to this week's U.S. elections.
( For a story on Pirelli's urban marketing campaign and tie-in to Hip Hop, see the Nov. 8 print edition of Tire Business.