March 30, 2025, marks a turning point in advertising communication. Sicily by Car, a national and international leader in the car rental sector, breaks the mold of traditional advertising with a new commercial set to become a milestone, both among industry insiders and beyond, in the world of advertising.
In an imaginary animated world, a futuristic car speeds through the skies to the rhythm of a bold, driving soundtrack. The vehicle flies over Palermo, Naples, Rome, Milan, Venice, Zagreb, Tirana, Malta, Ibiza, and Lisbon. At the wheel is a smiling, confident man, accompanied by a second passenger with a familiar face — the artist Gigi D’Alessio in his cartoon version. The car lands, and only then does the animation reveal its true form. Tommaso Dragotto, President and founder of the car rental company, appears as a hologram to deliver the company’s payoff: “Wherever you go, only one choice: Sicily by Car.”
“The message we convey is that of a company already projected into the future — an international company that always looks ahead, visionary in its service offerings, and impeccable in professionalism and expertise,” says Tommaso Dragotto. He adds, “We adopted a new communication language because innovation has always been our added value. Sicily by Car has always stood out as a pioneering player in its sector, and we want to continue surprising people because it’s in our corporate DNA.”
The commercial, produced by animation producer Marco Pavone in 30- and 15-second versions, is planned by Media Italia for TV and digital media with a high-coverage, high-frequency media mix. On air from March 30 to April 20, it will be broadcast on the main national TV channels, including RAI, Mediaset, La 7, NOVE, and on-demand on SKY (Sport, News, and Top Event). It will also appear on the main national online news outlets.