Devil may care attitude wins day 4youngdrivers.com

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One of our journalists looks at another fearless and peerless company's latest venture..

Religion, like politics and animal husbandry are nervous topics that should never be coaxed out whilst in polite company. So instead I turn my (what some neutrals observe to be) alarmingly corrupt mind to thoughts of rubber-wear. Suffice to say it's of the wheel-bearing variety I refer, this being a motoring/insurance website, and not one of a more dubious nature. Like the one I last found myself working for. Shortly before the raid that saw most of my fellow staff members and their possessions confiscated. Luckily I hid behind the mountain of coke in my office and went unnoticed. For roughly 30 seconds.

Anyway, that was then and this is now, and my gaze has been caught by the sight of Naomi Campbell. Part-time supermodel, full-time hormonal-hurricane. Her strops being more legendary than her photo shoots. The one-time Bernie Ecclestone adornment returns to the small screen very soon, along with famed Hollywood actor, and self-titled star of weird-arse flick of yesteryear 'Being John Malkovich'. And when I say small screen, I mean just that. Internet being the medium favoured by these two usually larger than life individuals.

They're starring in this, a 'Pirellifilm' debut, showcased in Rome , in the ancient atmosphere of the Diocletian Baths last week, it is a truly innovative communication project that makes you sit up and take note. A visually stunning and viscose short film specifically and expertly constructed for internet audiences. Fusing cinema and internet for the first time in this brand leadership capacity, this debutant from a proposed stable of many, has been directed by the acclaimed Antoine Fuqua, who was responsible for bring us 'Training Day'.

Set with the task of promoting the Pirelli brand worldwide, albeit by way of this new media, this particular film noir depicts the eternal battle between good and evil. Or in this case - Malkovich and Campbell.

In what amounts to be an 8 minute 45 second's worth of extended film trailer mixed with pop promo video made for tyre-greats Pirelli, it is the first of what's scheduled to be a run of different features that employ internationally famous names and faces each time to interpret Pirellis "power is nothing without control" corporate ideology and underpinned, almost subliminal, message.

Filmed with a dark, gothic undercurrent and subtext of both fear and expectation it seems to take its inspiration from the deeper, darker reaches of religious beliefs and affirmations.

With a themed contextual landscape lent heavily from the life's-work of Michelangelo Merisi Da Caravaggio, dark, brooding and suspense fuelled photography that to some part contrasts elegantly with the subtle, delicate use of emotive light and a genuine crescendo of intense, malevolent shadow, it succeeds in playing on the mind.

Shot in a shroud of secrecy last autumn in Rome to prevent the concept of the project and identity of its stars from being broadcast to a wider audience, completion took only 5 days, with nearly 120 cast and crew members working around the clock in various locations throughout the Italian capital, ahead of almost 4 months of post-production.

The script centres around a Vatican-like stage in the dead of night. The silence punctured only with the distant soundscape of Swiss Guard's footfalls as they make their rounds, when suddenly the peace is shattered by a telephone ringing. In the light of a window, a man (John Malkovich) whose actions are governed by tiredness, is seen to answer the phone. The tempo of the film now changes, as an air of mystery takes the viewer on a non stop ride, as the moon turns a sinister shade of red and the night turns darker still. The man in question sets out for where his mission must be accomplished. What appears to be an empty point of rendezvous ignites the moment a menacing non descript black car emerges from the shadows, possessed by the devil (Naomi Campbell). The car represents evil and with the man in its sights, its objective with the devil at the wheel, is to put pay to him. A man who's identity remains secret until the very last scenes. In the aftermath of an exhaustive struggle, the man is unmasked as an exorcist who will triumph, and so tame the power of the dark side.

In preparation for his unique role, Malkovich consulted, and spent time in the company of Father John, whom Mel Gibson entrusted and sought guidance from for his characterisation in 'The Passion of Christ'.

Pirelli aren't the first to experiment with intern movies as a promotional tool, as BMW had profited from downloadable productions in their series of short features advertising both its cars and Mini models. But Pirelli insist their approach and production values are different again. And on seeing trailers, I could not argue.

Pirelli are, of course, for those of you forgetting, world renown for their calendars, never sold but given away to some of their largest commercial clients (I'm guessing there's never any left at the printers put it that way) that exemplify some of the planets most beautiful women. And most recently Jennifer Lopez. But yes, to many, they are simply recommended for the quality and workmanship involved in the production of their tyres. Alas, at my local tyre depot you have the lob-sided boat race belonging to Michelle Marsh staring back at you from the 'Daily Star'. Not quite the glamour you'd find on the Pirelli date marker hanging from automotive executives walls elsewhere across the globe.

According to a Pirelli man;" Besides the calendar, it's another way to communicate the message from Pirelli". What, that sex sells? Now there's a novel idea.

Anyway, the old adage being, that you shouldn't work with children, animals or Naomi Campbell seems to have been largely ignored by Malkovich; then again the punt paid off, because, even in 8 minutes 45 seconds he demonstrates ably why he is one of the most gifted actors of his generation. And Naomi Campbell looked quite fit I suppose. Probably because she kept her mouth shut.

Here at 4youngdrivers.com though, we've got plenty to shout about. Cheap motor insurance for young drivers being the most vocal subject on our oral agenda. We get you the best policies, in the fastest time when it comes to cheap motor insurance. Be scared competition. Our unbeatable service and devilishly low prices are setting the insurance industry alight. So, call today for a hot, hot quote!

Date - 15/09/2006