Vespa in Advertising™

Perfect product placement in a 1953 movie more than doubled Vespa sales, securing Vespa’s place in cultural and cinematic history.

Vespa’s most successful advertising campaign came about as a result of perfect product placement in the feature film Roman Holiday. When Gregory Peck and Audrey Hepburn appeared in the romantic comedy together riding a 1953 Vespa through the streets of Rome, sales of the scooters more than doubled, thereby securing Vespa’s place in cultural and cinematic history.

Since this early success on the silver screen, Vespas have continue to appear a variety of different media, including feature films, television shows and commercials, music artwork, and music videos. However, the primary format for Vespa advertising continues to be print media, where their iconic ads continue to attract many new customers to the world of scooters.

The Vespa in Advertising™ collection showcases examples of the relationship between the Vespa scooter and the Print Media.

To view the complete set of  Vespa Ads in the Vespa in Advertising™  post at the iVespa Forum.