Pirelli tyres of girlie nudity. New calendar includes dignified, mature celebrities.

This year, 53 years after the first Pirelli calendar, the company has opted for a very different form of sexuality.

In a marked change in direction for the calendar, this year’s features Uma Thurman, Charlotte Rampling, Helen Mirren, Julianne Moore, Lupita Nyong’o and Kate Winslet among its subjects. A bunch of talented women and a range of ‘mature’ ages. Even Nicole Kidman will join the 50+ club in June 2017.2016-09-03_16-39-41

Always good to see instances where age is included as part of the drive for diversity. Having said that, I’m not quite sure what the strategy of the calendar is any more. Does anyone still use wall calendars?

The original reason for the traditional ‘tit’s and bums’ calendar approach was to appeal to the tyre shop workers and their customers. Clearly things have moved on.