Alfa Romeo has chosen the United States to launch the “Near-Life Experience”, its first global marketing campaign. The ad is available on the brand’s social networks, and will be shown on TV channels in the United States during the F1 Austin Grand Prix on Sunday, October 24.
The campaign functions as the first chapter in a new communication strategy, to take the brand into the future with a new voice and an approach fully aligned with its values.
The campaign was conceived by the independent agency TRG from Dallas, and the director is Salomon Ligthelm, a specialist in music videos who worked with the biggest premium brands. The director of photography is Daniel Buke, who was nominated for an Oscar for the film “Sound of Metal”
Alfa Romeo is launching its first global communications campaign in the US.
After the premiere on the brand’s social networks, the commercial will be broadcast on TV channels in the USA on Sunday, October 24, during the Formula 1 race, which will be held in Austin, Texas, on the famous Circuit of the Americas (COTA).
The campaign is an interpretation of the means of communication of the Alfa Romeo brand; it draws inspiration from new values and a new concept of brand affiliation, which goes beyond the technical specifications of the car. Driving an Alfa Romeo car is a unique experience for the senses, which fills the driver with deep emotions.
Communication is no longer focused only on performance: sport remains in the genetic code of the brand, but what is important are the emotions inspired by driving an Alfa Romeo car. Strong feelings, unique in their intensity, typical of people who love and boldly approach the life and all the long-lasting values of the Alfa Romeo brand.
Olivier Francois, Stellantis Global Marketing Director:
“The launch of our “Near Life Experience” campaign for the Alfa Romeo brand during the Grand Prix in the USA this weekend is not accidental. This pays homage to the rich racing heritage of the brand, which dates back to 1910 and the beginnings of Formula 1 in 1950, when Alfa Romeo not only participated, but we were also the champion in the first year, winning first place with Alfa Romeo Giuseppe Farina and Alfetta 158 model. Encounter with Life “celebrates the precious automotive pedigree that continues to evolve and fulfills its remarkable promise to Alfa Romeo car drivers on the road every day.”
Jean Philippe Imparato, Alfa Romeo Brand Director:
“For Alfa Romeo, the Near Life Experience campaign is a very big step forward in its future as a world premium brand.” and a unique ability to provide customers with a powerful experience. This is the first time we have used one language around the world, in a direct message to everyone who shares the values of the Alfa Romeo brand. “
A global campaign, showing the inclusive power of a brand that can inspire universal emotions, shared around the world. Driving an Alfa Romeo car therefore becomes an everyday all-encompassing experience, in the city or outside it, for enjoyment or for simple everyday movement.
This interesting campaign was developed by TRG (The Richards Group), an independent agency from Dallas, and the director is Salomon Ligthelm, a famous director who has been working for years with some of the biggest stars of the international music scene and with some of the biggest premium brands in the automotive world. . The director of photography is Daniel Burke, who previously worked on The Sound of Metal, a film nominated for an Oscar in 2021. The Vltava arrangement from Smetana My Country was chosen for the music, performed by Flavius Ibe.
Alfa Romeo | Near Life Experience | Global Adv Campaign
