"We were trying to develop a new strategic platform for the brand image of Pirelli and [longtime tagline] `Power is nothing without control,"' said Nicola Novellone, chief operating officer of Leo Burnett Italia.
Mr. Novellone said the plan is to produce a film every year. A teaser on the site now promotes "The Call" as a Pirelli Film in association with Leo Burnett Italy and "a tale of power, a tale of control."
Although Pirelli Film looks much like the Internet mini-movie model pioneered by BMW Films, Mr. Novellone said, "BMW Films was more product placement, and launched on the Internet. We start with the Internet and go with a multinational campaign. The Internet is the magnet."
In addition to a viral campaign, there will be TV, print and outdoor ads, he said. A Pirelli spokeswoman said the marketer will put 60% of its global marketing budget behind the Pirelli Film effort this year.