In 24 Hours, Pirelli’s Calendar Showed How Quickly a Brand Can Modernize Its Image

Tire maker's new take on sexiness scored praise from women worldwide

It's not often that a tire company burns a path across the Internet the way Pirelli did when it took the wraps off its 2016 calendar this week.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.