The Lybra replaces the decade-old Lancia Dedra.
The campaign, created by Armando Testa, Turin, breaks in Italy on Sept. 13 and will shortly roll out to France, Germany, Spain, Belgium,Switzerland, Portugal, the Netherlands, Austria, Greece and Hungary. Inaddition to TV, the campaign includes print, outdoor, cinema and, for the brand's first time, the Internet.
The campaign is designed to build on Lancia's image of technical innovation and elegance by suggesting such themes as respect for things, harmony with the environment and attention to the quality of life.
The ad features Mr. Ford leaving a house in Paris with a newspaper that he places in a recycling box on the street. He notices a dry bonsai tree, places it in his Lybra and adjusts the air conditioning to the needs of the plant, which springs back to life as he drives to a chateau outside Paris. The tagline is: "How far you've gone isn't important; how you get there is.''
Copyright September 1999, Crain Communications Inc.