On Sunday March 17th, the new Pirelli Tyres campaign was launched: a world-wide campaign which will go on air in the main countries where the group operates, with an investment totalling 30 million Euros. To increase the impact on the audience, Pirelli and Armando Testa decided to take advantage of opportunities online. They have created a mini site, www.thegrip.it, which plays with ambiguities between cinema and advertising: at first glance it looks like a movie website which hosts the worldwide preview of the TV spot as the main content.