Lancia kicks off 2026 with a new TV ad created by 777 to the notes of “Ti voglio” by Ornella Vanoni
Lancia kicks off the year with a new TV commercial that reinforces Ypsilon’s positioning as an icon of style, character and appeal.
The ad was created by the 777 agency, founded by the collaboration between
Armando Testa and Herezie. With its more contemporary and engaging visual approach, perfectly aligned with Lancia’s eclectic spirit, it marks a further step in the renewal journey the brand is undertaking,
The story unfolds using dynamic and modern language featuring an energetic split screen and on scene supers, visual techniques that set a fast paced and involving rhythm.
This visual approach was designed to immediately highlight the main product features and to showcase Lancia Ypsilon’s colour combinations, an expression of a car that adapts to different tastes and styles, the perfect choice of car.
What makes the ad stand out is its soundtrack: “Ti voglio” by Ornella Vanoni, Elodie and Ditonellapiaga. An iconic track which is also contemporary, perfectly reflecting the Lancia style, and which adds charm to the images and boosts the emotional impact.
So the music becomes an integral part of the story, underscoring Ypsilon’s ability to meet the most diverse desires.
With this new TV ad, Lancia is confirming its commitment to combine elegance, modernity and personality with a powerful and recognisable communication where the claim “Ogni desiderio è un viaggio” (Every desire is a journey) sums up what we see – the product features and what we hear – the song “Ti voglio”.
The new communication campaign is being rolled out across TV, press and radio as well as on the brand’s social and digital channels. It is on air in Italy and will gradually be extended to all European markets where the brand is present.
CREDITS:
Agency: 777
Co-President & Founder: Andrea Stillacci
Executive Creative Director: Angelo Ratti
Art Directors: Federico Albanese, Mattia Grassi
Copywriters: Marta Foli, Giulia Di Crescenzo
Graphic Motion Designer: Thomas Marino
Client Director: Marco Evola
Client service: Giulia Ghignone, Sabiana Salamone, Diletta Marisdea Marchi
Production Company: AT Studios
Senior Producer: Carlotta Sito
Film Editor: Alessandro Garelli
Video Post Production: Band
Audio Post Production: AT Studios
MUSIC
Title: Ti Voglio Ornella Vanoni Featuring Elodie & Ditonellapiaga
Composers: Gianni Belleno and Giorgio D’Adamo (lyrics); Ricky Belloni, Vittorio De Scalzi, Sergio Bardotti (music).
Publisher: 2024 BMG Rights Management (Italy) S.r.l.
