Passion for Alfa Romeo overcomes language barrier in new campaign via CumminsRoss

| | 6 Comments

Screen Shot 2014-02-18 at 7.51.41 am.jpgAlfa 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