Hot on the heels of its public preview at the Paris Motor Show in September, the new Lancia Ypsilon Bi-colore has gone on sale across Italy, spearheaded by a new advertising campaign.

This original ‘two-tone livery’ is the real novelty for a model that has collected more than 100,000 orders in Europe since its launch exactly a year ago, and that is one of the top three best selling B-segment cars in Italy. To strengthen this leadership, and to indulge a refined clientele that appreciates Italian styling, Lancia is offering three Ypsilon Bi-colore models.

In the advert 3-D graphic segment moves. taking on life, shape and personality. It plays, with the car and with those who inhabit it. It transforms. It comes together, it comes apart and is then reborn, thousands of times over. This is Luca Way, star of the Lancia Ypsilon advertising campaign created by Armando Testa.

Luca Way is the personification of the Ypsilon spirit: play, pleasure, dynamism, humour, a dash of glamour and a break with conventional canons. Altogether an advertising campaign that overturns the way cars are normally advertised, just as the Ypsilon concept is at odds with the rest of its segment.

The two-tone Ypsilon is the natural and ideal playground for the Luca Way character, which owes much to modernist, experimental artistic movements: from Mirò to Picasso and Matisse.

Luca Way plays with the car, now creating a brush to draw lines, swathes of colour, an interplay of graphic and colour motifs that trace and underscore the spirit of this new car.

Two colours, a new style, an original way of moving that is bound to capture the attention of the public - or in the words of the campaign slogan: impressionist movement.