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”.

The spot follows up the brand’s spot for its Series 2 Mito.


  • 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

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