Alfa Romeo asks Australians to stop conforming and ‘start something’ in first work from Y&R
Alfa Romeo has told Australians to stop conforming and being confined to convention in its latest campaign.
The campaign is the first work created by Y&R Melbourne since it won the account from Cummins&Partners in January.
The 30-second television campaign urges Australians to ‘start something’ by beginning a new chapter and ‘thinking for yourself’, all while driving the brand’s new Stelvio model.
Fulvio Antonelli, director of marketing and product for Alfa Romeo, said in a statement: “We’re thrilled to be launching the highly-anticipated all-new Alfa Romeo Stelvio here in Australia. Stelvio seamlessly blends everything that Alfa Romeo stands for: style, passion, exhilaration and individuality. Our launch campaign ‘Start Something’ captures these feelings perfectly.”
The campaign is set to run across TV, out-of-home and digital.
Jake Barrow, executive creative director at Y&R Melbourne, added: “We’re excited to be working with FCA and specifically Alfa Romeo. The launch of the Stelvio is the first step in an exciting relationship.”
- Client: Fiat Chrysler Australia
- Director of Marketing and Product, Alfa Romeo: Fulvio Antonelli
- Brand Manager, Alfa Romeo: Dominique Maclean
- Creative Agency: Y&R Melbourne
- Production Company: Nice Bike
- Producer: Tanya Stankovic
- Music: Electric Dreams
- Media Agency: Starcom
- Digital Agency: Digitas
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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I think Australian consumers deserve better than this. An exciting car. An off the rack video.
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Cant wait to see these on the road
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@ nice ad
Nice astroturf.
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Wow. Talk about miss the point.
This could be for literally any car brand.
Where’s the passion? The essence of the cuore sportivo? The Italian-ness for crying out loud!
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I’m not offended by them, but will those shots of ‘fast’ driving in the city mean this ad doesn’t make it on TV screens?
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I agree.
Alfa Romeo is THE car brand where you can dial up the Italian heritage, the quality, the personality.
Instead you get a voice over which could be for a gym membership.
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part adaption of the spot that runs in Europe – along a similar theme…
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Yes it’s the voiceover that’s the key problem. If they used an Italian accented English VO it would be a million times better
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