http://www.bizreport.com/2007/02/pirelli_uma_thurman_online_video_ad_featuring_uma_thurman_aims_high.html

BizReport : Viral Marketing : February 23, 2007

Pirelli’s online video ad featuring Uma Thurman aims high

Last week the tyre giant Pirelli launched a mega budget short film, designed only for web distribution, to promote their new tyres range “P Zero”.

by Sasha Puhova

The video, entitled “Mission Zero”, features star Uma Thurman and is second in a row after last year’s successful short film “The Call”, starring Naiomi Campbel and John Malcovich. Pirelli's first movie with over 5 millions views from 216 countries was “truly a success in how to use the Internet as a distribution channel," said Jacques-Herve Roubert, president and CEO of Nurun, the company responsible for the online presentation of the film.

Both films were developed by Leo Burnett, Italy, and are a part of an ongoing project by Pirelli films where the web is used as the main source of distribution. This project, as claimed by Pirelli films, is meant to “support the Pirelli image positioning and maintain brand leadership”.

In Mission Zero Uma Thurman is stepping into her bright yellow Lamborghini Gallardo on a quiet Sunday morning, drives peacefully around for a couple of blocks only to find out that her life is at risk and some mystery assassins are trying to kill her. The movie turns into a car chase through the streets of L.A. Uma and Lamborghini demonstrate extreme speed, power and dexterity, not without the help of the Pirelli P Zero tyres, of course. The film feels a tad lengthy as it dwells a lot on the chase, but the element of suspense as to why she is being followed does keep you watching. After a lot of shooting and turning, the film takes a resolving twist. “Power is nothing without control”, claims the caption.

Pirelli’s film site is highly interactive with a built-in game and Google Map, showing the precise location of where the filming took place. Drawing the inspiration and using the public’s perception of Uma from Kill Bill helped by highly professional cast, Pirelli pulled off yet another high quality, entertainment blockbuster. Let’s see if the public will buy into it second year around.