Punch is the latest Lancia video created as a natural expression of a social responsibility felt by the automotive brand towards women. The same as in the Lancia Ypsilon Alberta Ferretti they rediscover their nuances and their freedom to express themselves.
The focus is on the exterior of a theater in a gala evening. The red carpet is crowded with photographers, journalists and fans. But the tone of the music is dark. The Lancia Ypsilon by Alberta Ferretti stops in front of the foyer steps. A Cristiana Capotondi gets out in a shimmering dress in mounted all-over macro sequins up mesh. The flashes go off in bursts, but then a photographer stops looking through the lens and starts staring at the actress. She shows herself with a swollen eye. Other women emerge from the crowd with evident signs of violence on their faces. Finally, the omniscient voice of the actress.
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Punch is the manifesto with which Lancia wants to take a clear position alongside its official user: women. «A position alongside girls, wives, daughters, mothers, initials and girlfriends; of the thousand shades of their personalities; of their right to be themselves, “she declared Luca Napoletano, CEO of the Lancia brand. “We wondered if this was the right time to do it. But even with the great international difficulties, the right time to do it is now, it always is. “
To put the face, it is appropriate to say, is the same Cristiana Capotondi, co-star with the car in the first commercial dedicated to Lancia Ypsilon by Alberta Ferretti. In her career, the actress has told several stories of women linked to wrong loves. Among these, the true story of the lawyer Lucia Annibali, now a deputy of the PD who, due to this violent love, had to undergo many operations on her face. And then also fictional stories, as in the film Woman’s name by Marco Tullio Giordana in which Cristiana played the role of a young woman who tries to defend herself from the abuses perpetrated by her employer. A plot that reveals a system in which women out of fear and necessity have become complicit in these abuses.
Source: Vanity Fair
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