Alfa Romeo 'Start Something' special with launch campaign for first SUV Stelvio via Y&R Melbourne

Fiat Chrysler Australia has released a new integrated campaign for the launch of the Stelvio, Alfa Romeo's first ever SUV. The campaign, titled 'Start Something' and developed by Y&R Melbourne, will run across TV, out of home, press and digital.
This is the first work that Y&R Melbourne has produced for Alfa Romeo since winning the pitch late last year.
Says Fulvio Antonelli, Director of Marketing and Product for Alfa Romeo: "We're thrilled to be launching the highly-anticipated all-new Alfa Romeo Stelvio here in Australia. Stelvio seamlessly blends everything that Alfa Romeo stands for: style, passion, exhilaration and individuality. Our launch campaign 'Start Something' captures these feelings perfectly".

Adds Jake Barrow, Executive Creative Director, Y&R Melbourne: "We're excited to be working with FCA and specifically Alfa Romeo. The launch of the Stelvio is the first step in an exciting relationship".

Creative Agency: Y&R Melbourne
Production Company: Nice Bike
Producer: Tanya Stankovic
Music: Electric Dreams
Media Agency: Starcom
Digital Agency: Digitas

Client: Fiat Chrysler Australia
Director of Marketing and Product, Alfa Romeo: Fulvio Antonelli
Brand Manager, Alfa Romeo: Dominique Maclean


Just sayin said:

Rule 101...check your end lines.

alfisti said:

Nice to see an auto ad with an idea it.... increasingly rare these days, even if they've had to use global footage.

qt3.14 said:

Talk about letting your strategy show.

"You're a conformist loser. Buy this car."

Not charming, not compelling.

I like it said:

Nice one!!! Better script than most other car blandtages.
btw I'd buy this car.

Pedant said:

An Alfa SUV, with that great exhaust note and all the other delicious Italian features.

But I worry about the copy line; 'Start something that can't be stopped'.

The brakes obviously need looking at.

Fisticuffs said:

Clearly you're from the client or the agency.
Fails the consumer and fails the brand.
And deep down, you know it

-GK said:

I'd drive it.

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