Photo: Screenshot from YouTube video by Alfa Romeo
For the first time in its 111-year history, Alfa Romeo will launch a global advertising campaign. You would expect that the Italian marque previously had such a campaign in its history at some point, but it appears that Alfa did not. Well, with the 2021 United States Grand Prix, that is about to change.
Since this is Alfa Romeo's first-ever global advertising campaign, it had to be done in style. Therefore, an independent agency in Dallas called TRG developed a campaign called Near Life Experience, and it is directed by Salomon Ligthelm, a specialist in music videos. Oscar-nominated director of photography Daniel Bouquet is also involved, which is why this turned out to be a captivating ad.
This advert will go live on U.S. TV networks on Sunday, October 24, 2021, but it has already premiered on the brand's social media channels. As expected, the agency hired to create this advertisement got inspiration from Alfa Romeo's core values, so the ad relies on emotion.
It is no coincidence that Alfa Romeo reveals this advertising campaign with the 2021 United States Grand Prix in Austin, Texas, as the Italian brand has been (discontinuously) in Formula 1 since 1950, the inaugural year of the sport. Not only that, but the Milanese marque took first place that year with Giuseppe Farina behind the wheel of the Alfetta 158.
Therefore, this is a historic nod to the great motorsport heritage of the Italian marque, and the selected soundtrack for this advert is Flavio Ibba's arrangement of Vltava (The Moldau) from Smetana's Má vlast (My Country).
So, now that you know that, it is time to enjoy the latest work from The Richards Group of Dallas, Texas. This advertisement makes us think about those cheeky Abarth commercials that were also aired in the U.S and featured model Catrinel Menghia.
Regardless of what this commercial reminds us of, it will be interesting to see what happens with the Italian brand in the future, as it has big plans that involve launching a new model every year until 2026.
Sebastian's love for cars began at a young age. Little did he know that a career would emerge from this passion (and that it would not, sadly, involve being a professional racecar driver). In over fourteen years, he got behind the wheel of several hundred vehicles and in the offices of the most important car publications in his homeland. Full profile
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