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,


  • 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

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