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


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