Carl Lewis — Power Is Nothing Without Control, 1994.— Young & Rubicam; photograph: Annie Leibovitz / Pirelli
Power Is Nothing Without Control
- Brand:
- Pirelli
- Agency:
- Young & Rubicam
Timeless principle
Use one consequential mismatch to reveal why the overlooked component matters.
The idea
Put an extraordinary athlete in the wrong footwear to make the importance of grip instantly clear.
Why it works
Carl Lewis brings power to the picture before a word is read. The red heels introduce the obstacle. Together they create a contradiction that the headline resolves, making the role of a tyre understandable through a human body. The poised starting position holds the image at the moment before performance, when the consequences of poor contact with the ground are easiest to imagine. Celebrity, styling and copy all serve the same argument. The surprising detail is also the product lesson.
Tags
- Classic Print
- Outdoor
- Visual Metaphor
- Sport
- Automotive
