Lancia’s 2026 kicks off with a new commercial set to “Ti voglio” by Ornella Vanoni
(+) Lancia opens the year with a new TV commercial airing in Italy from 8 to 17 January in 30” and 15” formats, set to roll out progressively across European markets.
(+) Created by 777 agency, the film adopts a dynamic, contemporary style, with lively split screen and a fast-paced rhythm that highlights the product’s key features and the Ypsilon colour range, symbol of versatility and strong identity.
(+) The soundtrack “Ti voglio” by Ornella Vanoni, Elodie, and Ditonellapiaga enriches the storytelling, amplifying its emotional impact.
Lancia opens the new year with an eye-catching TV commercial that will air in Italy from January 8 to 17 in 30” and 15” formats, before gradually expanding to all European markets where the brand is present. Accessible via the following link, the new communication campaign is deployed across TV, print, and radio, as well as the brand’s social and digital channels.
Created by 777 agency, born from the collaboration between Armando Testa and Herezie, this refined film strengthens Ypsilon’s positioning as an icon of style, personality and desirability. It also represents a further step in the brand’s renewal plan, thanks to a more contemporary and seductive visual language, fully aligned with Lancia’s eclectic identity.
The narrative unfolds through a dynamic, modern style featuring lively, high-impact split screen, visual solutions that give the storytelling a fast, engaging pace. This approach is designed to immediately highlight the product’s key features and showcase the Lancia Ypsilon in its different colour options. It underscores the versatility of a car capable of adapting to various tastes and personalities: the ideal choice for those seeking style and character.
A key element of the new commercial is the soundtrack: “Ti voglio” by Ornella Vanoni, Elodie, and Ditonellapiaga. An iconic yet contemporary track, perfectly in tune with the Lancia universe, it enhances the images and amplifies their emotional impact. Music thus becomes an integral part of the narrative, underscoring Ypsilon’s ability to respond to different desires and sensibilities through a powerful and recognisable communication, summarised in the “Ogni desiderio è un viaggio” - ie “Every desire is a journey” - claim. With this new commercial, Lancia reaffirms its attitude for combining elegance, innovation, and personality, opening the year with strong, instantly recognizable communication.
CREDITS:
Advertising Agency: 777
Co-President and 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.
Source Lancia