On the trail of its wheeled tradition, Italy experiences the birth of the first tv channel entirely dedicated to engines and vehicles: Motor Trend Italia.

If you are born on the same roads of legends such as Ferrari, Lamborghini and Ducati, your expectations will be very high.

Motor Trend is a channel built on passion. And, like passion, it is real, sensible and overwhelming.

So we decided that the best way to communicate the experience of watching Motor Trend, was allowing people to live it. Even on the radio.

We challenged a speaker to read the scripts of our radio campaign on the front-passenger seat of a sport car. At 400 mph.

The experiment took place on a real race track among the beautiful vineyards of Franciacorta. And everything went quite well. At least, until he begged to stop.

But, of course, we didn't.