Alfa Romeo continues with ‘It’s not a car, it’s an Alfa Romeo’ in new ad
Alfa Romeo draws on ‘The romance of performance’ in its latest commercial for the Series 2 Mito which tells the story of an Italian couple’s romance in which the girl is convinced her boyfriend has a new woman in his life and continues the “It’s not a car, it’s an Alfa Romeo” positioning.
The commercial, created by CumminsRoss, features the couple fighting in Italian with the girl is convinced her boyfriend has a new girlfriend. He calms the situation with revealing the thing she is so upset about is actually an Alfa Romeo and a gift for her.
http://youtu.be/m7gw640Uxc4″ target=”_blank”>http://youtu.be/m7gw640Uxc4
It finishes with a twist, revealing what had looked like an Italian street was a street in Australian suburbia where an older couple have been watching the fight with interest. It ends with the woman asking “all that over a car?” Her husband responds with the Alfa Romeo tagline “It’s not a car Ruth, it’s an Alfa Romeo”.
CumminsRoss added Alfa Romeo to its client roster in June 2012, and launched the “It’s not a car, It’s an Alfa Romeo” campaign the following year.
Credits:
- Director of Marketing, Fiat Chrysler – Mark McCraith
- Senior Advertising Manager, Fiat Chrysler – Ashlin Moore
- Agency – CumminsRoss
- Executive Creative Director – Jim Ingram and Ben Couzens
- Creative Director/ Writer – Steve Callen
- Group Account Director – Ben Epstein
- Integration Director – Rosie Bean
- Integration Manager – Emma Wynne
- Production Companies – Filmgraphics Entertainment/NiceBike
- Director – David Denneen
- Production Company Producers – Anna Fawcett and Mark Bradley
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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*** yawn ***
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It’s not an ad Ruth… it’s a BORE
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I hope Alfa Romeo will start building Alfa Romeos again. Not FIATs.
Also, why couldn’t they hire a female actor that can actually speak italian?
Her accent is comical.
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Agree with the other comments. Also, if they want to make Alfa attractive alternatives to BMW etc they need to go back to being associated with racing and performance driving. The romance of racing is what needs to be associated with Alfa again. The heritage is there luckily but time is running out before Alfas lose all appeal even to us Alfisti. Would Ferrari quit F1? Why does Alfa then not race anymore (to my knowledge)
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And they should stop making automatics. Immediately.
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Correct. It’s a Lemon.
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I would have liked to have known what the young couple were actually saying – since I don’t speak Italian.
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Hi Jan – follow youtube link, it has subtitles…. though poor accents to say the least!
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The tic has two different girls – a huge (sloppy) standout to me.
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Give the italian girl a hamburger or something …. she is so thin she looks sick …shame on you for hiring such a girl , it does not make your car look sexy at all
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