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TV commercial, 1999

Ronaldo Redeemer

Young & Rubicam

In June 1995, Pirelli and F.C. Internazionale Milano signed a partnership agreement that took the brand of the Long P to the shirts of the Milan-based football club. In 1997 a twenty-one year-old Brazilian attacker, newly crowned Golden Ball winner, named Luís Nazário de Lima, or Ronaldo for short – and later known by his nickname “The Phenomenon” – joined Inter Milan from Barcelona. The union between Ronaldo and the Pirelli logo on his shirt turned the Brazilian talent into an endorsement for the 1998 tyre campaign. Created by Young & Rubicam and produced by the British photographer Ken Griffiths, Ronaldo’s image seen from the shoulders in the same position as the statue of Christ the Redeemer in Rio de Janeiro immediately became an icon also outside the world of advertising. Again accompanied by the slogan “Power is Nothing Without Control”, the Ronaldo “Corcovado” press campaign was born around such a strong figure, after which it was matched with the new “universal” Pirelli P3000 tyre