Alfa Romeo continues with ‘It’s not a car, it’s an Alfa Romeo’ positioning
Alfa Romeo is continuing with its ‘It’s not a car, it’s an Alfa Romeo’ positioning in a new campaign which sees a man chasing a woman through an orchard, before she ditches him in favour of a driver of an Alfa Romeo.
Created by Cummins+ Partners, the commercial promotes the brand’s Giulietta Progression, and finishes with the male protagonist asking an orange seller if the woman got into the car which is driving away, to which he replies “That’s not a car mate, that’s an Alfa Romeo”.
https://www.youtube.com/watch?v=Y3Dgn_rKf2Q
The spot follows up the brand’s spot for its Series 2 Mito.
Credits:
- Director of Marketing, Fiat Chrysler: Mark McCraith
- Senior Advertising Manager, Fiat Chrysler: Ashlin Moore
- Agency: cummins&partners
- Executive Creative Directors: Jim Ingram and Ben Couzens
- Writers: Steve Callen and Nick Munt
- Art Directors: Paul Hermes and Frank Trobbiani
- Group Account Director: Magdalina Triantafyllidis
- Senior Integration Manager: Emma Wynne
- Production Company: NiceBike
- Producer: Mark Bradley
- Director: Matt Holcomb
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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You have to be kidding.
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If its not a car then what is it? This goes along the lines of ” I bought a jeep”. I dont understand what is so special about a Jeep. The ad seems to imply that buying a jeep is a rarity like seeing the Tasmanian Tiger. They are just cars, nothing special about them. Oh , i forgot -an Alfa Romeo is not a car!!
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WTF?
Did a woman just get in that car?
It’s not a car mate…
Who wrote this and for who and how come they still have the account?
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I guess I will have to rule out an Alfa Romeo, since I was looking at buying a car.
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It’s not a positioning, it’s wishful thinking. Just like the Jeep campaign. I don’t get them either
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Whatever you want to say about “bought a jeep” it’s the most memorable piece of automotive advertising that’s come out for a while. This though is rubbish.
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Great as a positioning statement (I wonder if that’s where it came from…) but it doesn’t work well as a tagline. “Your strategy is showing.”
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This is worse than “Don’t hold back”.
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I think some people here must have another reason to coment. And that’s to attack the agency. My thoughts: car advertising is difficult. And this agency seems to do it very well. What auto brands are doing it better? Don’t say VW. Because as a brand it has 50 years of history and current5 doesn’t honor it. JEEP is an outstanding campaign. And this one, is at least having an attempt. And I bet both are selling cars. Clearly the people who comment here are bike riding hipsters. See, it’s not great to comment on the people. Is it?
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…the jeep ads have shifted loads of cars though no….
that is the point of all this remember people.
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Haha
The guy that runs after the girl is my drama teacher :0
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@car guy
I guess that swipe was aimed at me. I do work in the media but do not in advertising and have no interest in seeing this fail.
But bad ads deserve to be called out. “Car advertising is difficult” is the weakest of all possible responses. You can’t put that as a subtitle for why the ad doesn’t work. Tampons are difficult as are many other products.
My point is that however good this looked on paper, it doesn’t look good on screen. Nothing really makes sense and it seems lost between being a Victorian Tourism ad and something else.
Bike riding hipster? Hardly! Motorcycle riding (and car driving) 60 year old, actually.
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Actually no Michael.
I wasn’t having a go at you specifically. I just think you don’t have a broad view of the category and how this work-relatively- is the betree than a lot in the category. By far. Either by bike or motorbike
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Two females and one male in the room when this went to air recently and all said, “That doesn’t make sense – it IS a car!” Unfortunately will probably end up being memorable for all the wrong reasons.
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Fair cop, car guy.
It is true that I don’t have a broad view of the category, or not from an agency pov.
But a consumer’s point of view is the one that sells cars. Advertising, for me, falls into a bunch of categories but the only two that count are good or annoying communication (the latter sometimes just includes bad film making or performance).
Sadly, this falls into the latter for a raft of reasons.
BTW, I am someone who already feels warmly towards the product.
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It’s not an ad it’s a wank
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I love this ad.I had 2 Alfa before, and can’t wait to get a new 4C.Simply AWESOME ad.Love it.
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The advertising is correct! Mito Alfa Romeo is a way to make money, for Fiat of course. Fiat is using the name to astonish people who don’t know what’s behind the corner, and the price is a theft… buy an Holden, an Audi or a Rover, and get distance from Fiat, best wishes to you all, your adviser
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With Fiat Chrysler CEO Sergio Marchionne’s plan to make Alfa Romeo a stand alone company, and start making Alfas again (’cause the current models are Fiats), there is a chance that a) a new line of Alfa’s will reflect the brands legacy and b) ads will be nothing like this 30 second piece of provolone.
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I just fucking hate this ad so much I change channels. Don’t mind the Jeep spots though – and they’re working
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