Passion for Alfa Romeo overcomes language barrier in new campaign via CumminsRoss
Alfa Romeo has launched a new TVC for the Series 2 Mito, via CumminsRoss and has all the necessary ingredients of an Italian opera.
In evocative Italian it tells the story of a girl convinced her boyfriend has found himself a new girlfriend. Her evidence is the Alfa Romeo Mito sitting in their driveway. With true Italian passion she throws his newly purchased clothes at him while asking him to explain his new love. Protesting all along, her boyfriend finally calms her by saying that the Mito is for her.
Whilst this opera is played out an Australian couple across the street look on with bemusement. The woman asks “all that over a car?” Her husband responds, suggesting she has missed the obvious, “It’s not a car Ruth, it’s an Alfa Romeo”.
The new work is the evolution of a campaign that commenced in 2013 with the launch of the “It’s not a car, it’s an Alfa Romeo”. The campaign recognises the unique place Alfa Romeo’s hold in their owners’ hearts – they are more than just beautifully designed and technically advanced cars.
Over the past 12 months this campaign has helped Alfa Romeo grow strongly in Australia, achieving its best month of January on record.
Director of Marketing, Fiat Chrysler – Mark McCraith
Senior Advertising Manager, Fiat Chrysler – Ashlin Moore
Agency – CumminsRoss
Executive Creative Director – Jim Ingram and Ben Couzens
Creative Director/ Writer – Steve Callen
Group Account Director – Ben Epstein
Integration Director – Rosie Bean
Integration Manager – Emma Wynne
Production Companies – Filmgraphics Entertainment/NiceBike
Director – David Denneen
Production Company Producers – Anna Fawcett and Mark Bradley
6 Comments
“Everyone should have at least one Italian love affair. With a Fiat.”
Grey Advertising Sydney ca 1970
I bought a Jeep! Ops I mean… It’s an Alfa Romeo!
Embarrassing.
Jim and Cuz you’ll need to do a lot better than this to back up all that tough talk in last weeks CB profile!
Like the Alfa. This concept broke down in the drive way.
Good to see the actor playing dad is still getting work as a cliched father after his frozen sweet potato chips commercial a couple of years back. An acutely self-conscious commercial.