Alfa Giulietta and Uma Thurman Ad Campaign Launched

The collaboration between Hollywood actress Uma Thurman and Italian manufacturer Alfa Romeo emerged today with the launch of the new advertising campaign that promotes the brand’s latest model: the Giulietta. In the UK, Thurman and the Giulietta are featured next to a famous verse from William Shakespeare's The Tempest - “Such stuff as dreams are made on.”

“The connection between Alfa Romeo and the choice of the name Giulietta is steeped in legend. However it is likely that the name was chosen in homage to Shakespeare’s Juliet from the play, Romeo & Juliet,” a company statement reads.

The international campaign has been created by the Leo Burnett advertising agency, and includes TV, press, posters and web presence. The campaign is said to reflect the actress' personalities in the features of the car and ultimately merge.

“In the advertisement the star of Pulp Fiction and Kill Bill combines an ice-cold, untainted image with aggression, bravery, dynamism and beauty, epitomising the various souls of Giulietta, a car that ‘knows’ how to be agile in the toughest situations, yet also relaxed and comfortable on everyday roads,” the statement continues.

In Alfa Romeo’s case, the Shakespearean quote from The Tempest confirms the advertisement, which reinforces the fact that the new Giulietta is a car that would seem to be a dream but in fact is a reality.

The new Giulietta boasts a best-in-class Euro NCAP five star crash safety rating, whilst the entire range benefits from Euro 5 compliant engines, fitted as standard with Start&Stop system. Pricing for the model starts at GBP 16,995 OTR.