The campaign is an interpretation of Alfa Romeo’s means of communication; it draws inspiration from new values and a new concept of belonging to the brand, which goes way beyond the cars’ technical specifications. Driving an Alfa Romeo is a unique sensory experience, intended to imbue the driver with profound emotions.
The communications no longer focus on performance alone: sport remains in the brand’s DNA, but what matters are the emotions inspired by driving an Alfa Romeo. Visceral sensations, unique in their intensity, typical ones in people who love life and a daring approach to it are all long-standing values at Alfa Romeo.
Olivier Francois, the global chief marketing officer of Stellantis, said, “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 but were champions the first year, taking first place with Giuseppe Farina and the Alfetta 158. Near Life Experience honours 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’s CEO, said, “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.”
Source: QuickPic
