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- The New Ypsilon stars in the new TV commercial “Naturally Eye Catching”, a video tribute which combines design, innovation, and comfort.
- The 30” video is set in a glamorous fashion district, with elegant avenues and luxurious shop windows framing the New Ypsilon as it makes its way about town.
- A making-of video of the commercial was released a few days ago which juxtaposes behind-the-scenes images with short interviews.
- The allure of the first model of Lancia’s new era not only catches the attention of passersby, but even captivates shop window mannequins which come to life to admire its elegance.
- Every detail, from the fine interiors to the innovative technologies, such as the Full LED headlights and S.A.L.A. system, is an expression of the brand’s excellence and contributes to creating a superior driving experience and unmatched comfort.
- The video is accompanied by a captivating cover of Donna Summer's timeless track "Hot Stuff," performed in this version by Greta Bragoni and arranged by Flavio Ibba and Carlo Palmas (Red Rose Production).
Lancia kicks off 2025 with a new ad campaign which celebrates the New Ypsilon and its innate ability to captivate a sophisticated and demanding public thanks to its elegant design, innovative technologies, and focus on sustainability. Through a campaign which features print, television, poster, and digital ads, the communication strategy’s centerpiece is the stylish commercial “Naturally Eye Catching”, currently being aired on major television networks. Moreover, a making-of video of the commercial was released just a few days ago which juxtaposes behind-the-scenes images from the shoot with short interviews with its creators.
Conceived and produced by Lancia in collaboration with the 777 advertising agency, “Naturally Eye Catching” was directed by Federico Brugia for Buddy Film studios and filmed at Cinecittà World, Italy’s first movie theme park. At this spectacular location created by Oscar-winner Dante Ferretti, a set was constructed to recreate a fashion district which features elegant avenues, luxurious shop windows, and special touches from the world of Lancia. Among the latter, one can’t help but notice the blue velvet dress designed by Ginevra Zanivan—already presented at the Chantilly Concours d'Élégance, where the Lancia Pu+Ra HPE was awarded with Best of Show—and some refined furniture from Cassina—a testament to the on-going collaboration between two world-renowned, premium Italian design brands.
Enveloped in this glamourous atmosphere, the New Ypsilon confidently makes its way down the exclusive shopping street, not only catching the attention of passersby, but even that of mannequins in the luxurious shop windows. A woman seated in a café can’t take her eyes off of it, a businessman smiles and admires its sophisticated form. And yet, the most surprising moment is when the mannequins come to life to admire the car’s elegance and decide to give up on their cushy life. Their movements are subtle at first, but become increasingly more distinct: their eyes follow the vehicle, their heads swivel, and their hands push against the glass. Each mannequin is dressed differently, but none of them is able to resist the magnetic allure of the first vehicle from Lancia’s new era.
The visual story unfolds to highlight the main features which make the New Ypsilon unique. At the wheel, the sophisticated and elegant woman with long red hair embodies the car’s spirit, while its distinctive qualities are highlighted through a juxtaposition of the mise-en-scène and the vehicle’s details. The high-quality interiors offer superior comfort and turn every journey into a moment of pure pleasure. The integrated technologies, such as the infotainment system and Full LED headlights, guarantee the perfect combination of style and functionality. All of these elements get highlighted through close-up shots which allow the audience to admire the craftsmanship, innovation, and comfort which set the model apart. There is even time for an amusing scene in which a drone carrying shopping bags gets hypnotized by the technological allure of the new model, loses control, and bumps into a pole.
The new commercial exalts the New Ypsilon’s sinuous forms, which were inspired by the brand’s most important models. The same goes for its round taillights—a clear reference to the Lancia Stratos—and the iconic chalice on the front grille which has been revisited using three rays of LED light. Furthermore, it is the first Stellantis vehicle equipped with the S.A.L.A. system, the virtual and smart interface which ensures a comfortable driving experience and is consistent with Lancia’s effortless technology. Best-in-class in the premium hatchback B-segment, the Italian brand’s new creation features the most comprehensive specifications in the category, a large 10.25” display, the best standard parking aid system, the greatest exterior lighting system in terms of technology and extent, and it is the only model in the segment equipped with Level 2 Autonomous Driving as standard.
Lastly, the video is accompanied by a captivating cover of Donna Summer's timeless track "Hot Stuff," performed in this version by Greta Bragoni and arranged by Flavio Ibba and Carlo Palmas (Red Rose Production). The song adds an extra touch of glamour to the commercial. Every note enhances the dynamism and elegance of the video and bolsters the tagline “New Lancia Ypsilon Hybrid. Naturally Eye Catching”.
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