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Few could have predicted that a small scooter produced in 1949 would become such a cultural phenomenon.

It would go on to propel Italian street style to the forefront of world fashion, inspiring cultures from the Mods of England to postcolonial India.

When Audrey Hepburn took one for a spin in Roman Holiday, the Vespa’s fate as one of the most iconic ways to drive was set in stone.

During national lockdowns and strict stay-at-home orders across the globe, many a Vespa was confined to the garage.

Now, according to ADWEEK, the scooter is back and drawing inspiration from days of old:

Vespa, the famous Italian scooter brand, has welcomed bikers back to the roads with a delightful new global poster campaign by BBH London, which captures the post-war spirit of the 1950s.

Image: Quentin Monge / Vespa

The campaign brings back Vespa’s slogan “Vespizzatevi” (“Let’s Vespa” in English) for the first time since in decades and aims to capture a sense of joy as many countries around the world begin to ease Covid-19 lockdown measures.

Image: Paul Thurlby / Vespa

Titled “Together at Last”, the campaign celebrates the union between people and all of the things that they missed during the lockdown.

Being released with a phased approach to reflect the easing of local lockdown rules, the campaign comprises four executions created by a separate illustrator: Paul Thurlby, Quentin Monge, Agustino Iacurci and Sebastien Curi. It aims to emulate Vespa’s distinctive advertising from the 1950s with a contemporary twist.

When World War II ended in 1946, Italy was in ruins, and it was impossible to drive a car through the streets.

When Enrico Piaggio, who ran the eponymous Piaggio Company, introduced the Vespa, he designed it in such a way to protect the driver from dirt and rocks.

Image: Agostino Iacurci / Vespa

The Vespa came to represent a new era in Italy after the war, which is why it makes sense that it returned to the 1950s to celebrate the emergence of populations from the war on the pandemic.

Image: Sebastian Curi / Vespa

Vespa stores are now open in South Africa, which means you can once again acquire your very own slice of history.

Visit Vespa’s website to browse the range.

Once you’ve picked out the two-wheeler that best suits your style and personality, drop Seth a line at editor@2oceansvibemedia.com, and he’ll hook you up with a sweet deal.

[source:adweek]