Opera singer sings exhaust notes of Alfa Romeo as it completes race-track lap
Alfa Romeo is celebrating its 105th anniversary by seeing if an opera singer can replicate the exhaust note of the Alfa.
The piece of content, created by Cummins & Partners, sees an opera singer using the tachometer, the instrument measuring the rotation speed of a shaft or disk, as in a motor, as her sheet music to replicate the exhaust note of the Alfa as the Guilietta QV TCT completes a lap of a race-track.
Jim Ingram, co-executive creative director at Cummins & Partners, said in a statement: “Alfa Romeo has a rich history of racing performance and Italian style. This idea brings those two things together in a way that really does take your senses for a ride. This project represents the epitome of our Alfa Romeo brand platform for Australia, The Romance of Performance.”
Explaining how the video was made, Cummins & Partners creative technologist Andrew Rovenko said: “It’s a beautifully simple idea. To execute it, we have used existing technology in a completely new way. Using an on-board diagnostic interface, live data from the tachometer of the car was transmitted via Bluetooth to an application on a phone in the glove box, then the phone’s screen was mirrored via a 4G data connection to a tablet, which was referenced by our opera singer as sheet music.”
Fiat Chrysler senior advertising manager Ashlin Moore said: “Alfa Romeo has a rich Italian history, pairing it with opera through technology is a perfect fit for one of the world’s most emotive and evolving brands.”
The piece of content is running online and is supported by TV, digital, PR, point-of-sale and in-dealer events.
The Performance Piece will roll out as an online content piece supported by TV,
CREDITS
- Client: Fiat Chrysler Australia
- CEO: Pat Dougherty
- Director of Marketing and Product Strategy: Zac Loo
- Senior Advertising Manager: Ashlin Moore
- Senior Marketing Manager Digital and CRM: Stephanie Hegerty
- Creative: Cummins&Partners
- Executive Creative Director: Jim Ingram
- Executive Creative Director: Ben Couzens
- Senior Copywriter: Chris Ellis
- Senior Art Director: Aaron Lipson
- Creative Technologist: Andrew Rovenko
- Digital Creative Lead: Sang-wun Kim
- Digital Creative: Maurice Moynihan
- Producer: Katherine Muir
- Group Account Director: Magdalina Triantafyllidis
- Planning Director: Theo Erasmus
- Senior Account Manager: Nikia Shepherd
- Senior Designer: Rowan Hammerton
- Graphic Designer: Jacob Redding
- Editor: Ed Gurr
- Executive Digital Producer: Celia Karl
- Creative Content Analyst: Lauren Brumley
- Production: Guilty
- Director: Christopher Tovo
- Executive Producer: Jason Byrne
- Producer: Tom Davies
- Post Production: Manimal
- Senior Editor: Ryan Brett
- Producer: Grace Taylor
- Sound: Risk Sound
- Sound Engineer: Paul Baxter
- Producer: Tony Le
Linkedin
Awesome
User ID not verified.
Sorry, but that is terrible idea! Even Pavarotti couldn’t have saved it.
User ID not verified.
No credit for the singer (the actual talent)? You could call her ‘Senior Vocalist’ so she fits in.
User ID not verified.
An opera singer and Alfa Romeo. Hmmm. Well you wouldn’t expect them to use a punk rock group…
User ID not verified.
Being a creative technologist make benefit our glorious nation
User ID not verified.
https://www.youtube.com/watch?v=GD3W4x-R6OI
User ID not verified.
Disappointed there was no floating billboard 🙁
User ID not verified.