Richard Gere

“Not a spot … but a film”

Turin, June 13, 2008 -- For the launch of the model that will mark its return to the most important European car segment, Lancia chose to interpret the positioning of the Lancia Delta by combining the personality of Richard Gere and a story that is particularly close to his lifestyle and the values he upholds within one advertising spot.

Lancia Delta Launch Ad

This is not a product story but a political poem about peace. The advert does not promote technical values but human values. The day of brochure adverts is over and Lancia has been conversant in the new language for some time.