Vittoria rolls out new road tyre in global campaign by Firehaus

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Cycle tyre innovators Vittoria has launched the new Corsa PRO cotton tyre with a new global campaign by Bristol agency, Firehaus.

Engineered to perfection, Vittoria believes the new Corsa PRO delivers the unparalleled racing performance and riding experience that has only been available to professional World Tour riders. Until now.

The new tyre launches globally with a campaign created by Firehaus using 60′, 30′, 15′ and 6′ ads across YouTube.

This will be extended to TV in the USA during coverage of the Tour de France 2023.

Shot on location in the glorious rolling landscapes of Tuscany, narrator Ugo Piva (La Seconda Via, The Bad Guy…) talks about the premium equipment that Vittoria said many of its audience will recognise they already own.

In fact, their kit is at such a high specification it’s exactly the same as the Pro riders like Van Aert, Van der Poel and Vos.

But as he points out, no one has been able to have the same tires that the Pro’s ride. Until now!

Bruno Tecci, Vittoria Global Markeitng Director said “”Firehaus have created an innovative advertising campaign and some key social content to support the launch of our new flagship road tyre.

“The Corsa Pro will give riders around the world a new and unique riding experience – a new feel”

Ian Bates, Firehaus Founder & Creative Partner said “We put enthusiast riders around the world into the campaign narrative by linking their pursuit of the best products with those of the professional riders.

“With the Corsa Pro they can now complete their premium riding experience and FEEL WHAT THE PROS FEEL”.

Social content includes partnerships with Pro Teams and riders including Jumbo Visma, Jonas Vingegaard (Tour de France winner 2022) and cycling legend Marianne Vos – and Team EF–EasyPost.