"What is luxury? A right, "a word of Vincent Cassel. The French actor and producer, husband of Monica Bellucci's seductive, is the testimonial of the new Lancia Ypsilon in the advertising campaign that will begin June 5 and will focus on an original idea of luxury. The launch, organized by the Armando Testa, is split between TV, print, radio, websites and posters, spread the concept of a luxury that leaves the excesses in favor of stylistic originality and charm that has always, and in the new Ypsilon even more distinguished Lancia.
The spot, shot in Paris and directed by Romain Gavras (son of director Constantin Costa Gavras), and Kim Chapiron (who previously directed the film Sheitan Cassel), the charismatic actor recites a monologue set as a play: the statements of Cassel alternate in a tight fitting at times, sometimes relaxed, in an attempt to answer the question: "What is luxury?".
"Celebration, jewelry, live in the excess?" Asks the protagonist. Another Cassel, more thoughtful, more human, find the answer in the philosophy of the new Lancia Ypsilon "A luxury finally free from the excesses, which banishes the superfluous, who finds himself in simple things and therefore more valuable." To print an image of Vincent Cassel was given to the photographer Nigel Perry, who come near his portraits with the slogan "Luxury is a right." On the Web, the campaign will become interactive site on June 6 luxuryisaright.
com, each user can deliver a video message in his own idea of luxury and become Ambassador of Luxury. A jury will select between the ambassadors of the five protagonists of the next car digital communication campaign, which will be broadcast on major national newspapers. Moreover, of all those who register on the site, will extract a Lancia Ypsilon Platinum.
In recent months there had been talk about pretty as possible testimonial for small car (as well as the Musa MPV). The final choice fell sull'eclettico French actor both for its well-established international image and to the opportunity to direct the product toward a male target, which the new Ypsilon not want to miss. 
The spot, shot in Paris and directed by Romain Gavras (son of director Constantin Costa Gavras), and Kim Chapiron (who previously directed the film Sheitan Cassel), the charismatic actor recites a monologue set as a play: the statements of Cassel alternate in a tight fitting at times, sometimes relaxed, in an attempt to answer the question: "What is luxury?".
"Celebration, jewelry, live in the excess?" Asks the protagonist. Another Cassel, more thoughtful, more human, find the answer in the philosophy of the new Lancia Ypsilon "A luxury finally free from the excesses, which banishes the superfluous, who finds himself in simple things and therefore more valuable." To print an image of Vincent Cassel was given to the photographer Nigel Perry, who come near his portraits with the slogan "Luxury is a right." On the Web, the campaign will become interactive site on June 6 luxuryisaright.
com, each user can deliver a video message in his own idea of luxury and become Ambassador of Luxury. A jury will select between the ambassadors of the five protagonists of the next car digital communication campaign, which will be broadcast on major national newspapers. Moreover, of all those who register on the site, will extract a Lancia Ypsilon Platinum.
In recent months there had been talk about pretty as possible testimonial for small car (as well as the Musa MPV). The final choice fell sull'eclettico French actor both for its well-established international image and to the opportunity to direct the product toward a male target, which the new Ypsilon not want to miss.
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- Vincent Cassel For YSL's Men's fragrance, La Nuit del L'Homme (09/04/2011)
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