Pirelli Tyres Pull Off Devilishly Clever Movie Marketing Coup

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Pirelli have secured an inspired piece of product placement by getting their tyres into the long-awaited sequel to The Da Vinci Code – Angels and Demons.

The film, which stars Tom Hanks and is due for release in UK cinemas next week, will feature Pirelli’s latest innovation in trend-setting tyres – the Angel ST.

The tyres feature a fantastic gimmick tread pattern which transforms after 600 miles of use from an angel insignia into a devil motif!

The Angel STs will have a supporting role in the film, online videogame, billboards, newspaper spreads and on Pirelli’s own website.

The tyres have been designed with sport-touring motorcycles, such as the Yamaha FJR1300, Suzuki GSX1300R Hayabusa, and Kawasaki GTR 1400, in mind.

The rubber provides a heavenly safe and comfortable ride, whilst retaining demonic road handling, offering both stability without sacrificing the thrill of cornering.

Gianmarco Spigolon, director of Pirelli Moto UK, said: “This exceptional tyre has been developed to meet motorcyclists’ demands of a sporty ride whilst maintaining security, reliability as well as value for money.

“To have an association with a potentially block-busting movie is exciting to say the least as it takes tyres and the Pirelli brand to an even wider audience.”

Last month Continental scored a big screen hit when they became the official car tyres of the latest Fast and Furious movie.

Back then it was hard to imagine a better way to get your message out there then to have ultra cool star Vin Diesel drawl: “I am looking for a black Grand National with a big block engine and a set of Continental tyres!”

But Pirelli have given Continental a good run for their money!

Alex Kapadia, Operations Team

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