To publicise the arrival in the Italian showrooms of the new 'Model Year 2009' version of the Lancia Ypsilon a new advertising campaign has been devised that centres around four famous fairytale figures: Little Red Riding Hood, Cinderella, the Little Mermaid and Snow White. The Ypsilon is the "queen of the city car's" according to Lancia, and this new campaign links the B-segment hatchback to four legendary fairytale heroines.

Four advertising spots are being shown on Italian television stations. The 'mini' series kicked off late last month (25 to 31 January) with the first 30 second instalment, entitled Cappuccetto Rosso (Little Red Riding Hood), which featured the model Ana Tanic and the Ypsilon MY as the main protagonists.

The dark and mysterious forest of the fairytale is replaced with the architecture and lighting of a modern metropolis, mimicking Hollywood, and the dangerous wolf has been transformed to become an affectionate friend. The red cape, shoes and lipstick of Ana Taric complements the Ypsilon's body colour providing vivid colours in contrast to the low lighting of the spot. This latest campaign is the work of Lancia's long time Italian advertising agency Armando Testo, and the spots were directed by Raffaele Balducci and Dario Digeronimo.

The second spot in the series Cenerentola (Cinderella) began being broadcast this weekend. The series of adverts, which are also being run as prints in Italian national newspapers, focuses attention onto the new 'Model Year 2009' Ypsilon. The key changes to the new version include three new exterior colours (Giallo Riccidoro, Cipria Principessa and Bronzo Lampada di Aladino), new colours for interior trims (including a new black and ivory leather/Alcantara Starlite) and a rationalisation of the hatchback's range down to three levels - Argento, Oro and Platino.