TURIN: Alfa Romeo is launching its first global communications campaign.
Premiering on the brand's social media channels, the "Near Life Experience" advert will go live on US TV networks tomorrow during the United States Formula 1 Grand Prix, held at Circuit of The Americas in Austin, Texas.
The communications no longer focus on performance alone: sport remains in the brand's DNA, but the campaign also shines a spotlight on the emotions inspired by driving an Alfa Romeo.
The campaign aims to impress viewers that driving an Alfa Romeo is a unique sensory experience, intended to bring about an emotional high in the driver.
“For Alfa Romeo, the ‘Near-Life Experience’ campaign is a very big step towards its future as a premium global brand," said Alfa Romeo CEO Jean Philippe Imparat.
"While remaining true to the brand’s DNA – the epitome of Italian noble sportiness since 1910, this advert 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.”
The campaign was developed by TRG (The Richards Group), an independent agency in Dallas, and was directed by Salomon Ligthelm, a director who has worked with some of the biggest celebrities on the international music scene, and with some of the biggest premium brands in automotive and beyond.
The director of photography was Daniel Bouquet, who previously worked on Sound of Metal, a movie nominated at the 2021 Oscars. The soundtrack consists of Flavio Ibba's arrangement of Vltava (The Moldau) from Smetana’s Má vlast (My Country).