Alfa Romeo launched its first global Campaign.

This global ad campaign started on Alfa’s social media channels, then aired on U.S. TV starting on Sunday, October 24th during the Austin Formula 1 Grand Prix, at the Circuit of The Americas (COTA).

Previous campaigns and slogans centred around how an Alfa drives, but a new direction takes a tour through the driver’s feelings.  Showing handsome young people in an Alfa Romeo Stelvio QUADRIFOGLIO It brings on board, the concept of belonging to the brand, which goes way beyond the cars’ power figures. The campaign involves driving an Alfa Romeo being a unique sensory experience, provoking profound emotions.

The focus is no longer on performance alone: sporty handling and performance is in the very DNA of Alfa Romeo, but it takes a back seat to emotions inspired by driving an Alfa Romeo. The add leave the viewer with an impression of the visceral sensations, unique in their intensity. They’re typical ones in people who love life and a daring approach to it and all long-standing values at Alfa Romeo.

Above: Afla Romeo Ad Campaign

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ABOVE: Alfa Romeo Ad, Stelvio, Giulia

Olivier Francois, Global Chief Marketing Officer, Stellantis:

“The significance of launching our ‘Near Life Experience’ campaign for Alfa Romeo during this weekend’s US Grand Prix is by design. It pays tribute to the brand’s rich racing heritage that goes back as early as 1910 and to the start of Formula 1 in 1950, when Alfa Romeo was not only present, we were champions the first year, taking first place with Giuseppe Farina and the Alfetta 158. ‘Near Life Experience’ honors a rich automotive pedigree that continues to evolve, and delivers on its exceptional promise to Alfa Romeo drivers on the road every day.”

Jean Philippe Imparato, Alfa Romeo CEO:

“For Alfa Romeo, the ‘Near-Life Experience’ campaign is a very big step toward its future as a premium global brand. While remaining true to the brand’s DNA – the epitome of Italian noble sportiness since 1910, this video speaks of its daring attitude and its unique ability to provide its customers with a visceral experience. This is the first time we’re using a single language all over the world, a direct message to everyone who shares Alfa Romeo’s values.”

A global campaign, speaking of the inclusive power of a brand that can inspire universal emotions, shared the whole world over. Driving an Alfa Romeo therefore becomes an everyday all-pervading experience, in the city or beyond, just for fun or simply to get around on an everyday basis.

The engaging campaign was developed by TRG (The Richards Group), an independent agency in Dallas, and was directed by Salomon Ligthelm, a well-known director who has been working for years with some of the biggest celebrities on the international music scene, and with some of the biggest premium brands in automotive and beyond. The Director of Photography was Daniel Bouquet, who previously worked on Sound of Metal, a movie nominated for the 2021 Oscars. The soundtrack consists of Flavio Ibba’s arrangement of Vltava (The Moldau) from Smetana’s Má vlast (My Country).

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