It is so rewarding when car ads step away from the long and winding road or torture test racetrack. Alfa Romeo has unveiled its new Junior model with a 60-second mind play about the sales pitch, twisting from logic to emotion.
What does that mean?
The film opens with a glimpse of a car shrouded in red silk. Conventional stuff, right? The film shifts quickly into another gear. The salesman makes his entrance and surveys his audience of acolytes, eager to learn the secrets of his success. Instead of lecturing them, however, The Salesman makes a simple request, “Sell me this car.”
The first two students respond by listing various tech specs and are quickly dismissed. But the third student shifts the focus from logic to emotion, asking, “When was the last time you fell in love?” The salesman nods in recognition, and the woman smiles and says, “You should try it.”
The enigmatic film was created by Migrante Content, directed by Sébastien Grousset through AKITA Film, and features Spanish actor, Pedro Alonso, who is famous around the world for his roles in the Netflix series, Money Heist and Berlin. It’s about evoking the emotions behind the brand’s appeal, not selling the car’s features.
“The launch of the Alfa Romeo Junior required a campaign with a character who reminded everyone what Alfa Romeo has always been about – feeling and emotion,” explained Leonardo Ricagni, executive creative director & founder of Migrante Content. “It’s an impressive car with a sleek design, but it brings something to the table that other electric vehicles don’t – passion. And who better to convey this feeling of falling in love with your car than Pedro Alonso?”
The film is part of a larger, multi-channel campaign for the Alfa Romeo Junior, running across Europe and Turkey in September, encompassing OOH, digital, and print activations.
Credits
Creative Agency: Migrante Content
Executive Creative Director: Leonardo Ricagni
Creative Director: Sol Ricagni
Agency Producer: Edoardo Rossi
Content Producer: Joe Di Maio
Associate Creative: Franco Machado
Production House: AKITA Film
Director: Sébastien Grousset
DoPs: Román Martinez de Bujo & Diego Indraccolo
Executive Producer: Davide Rizzi
Producers: Desirée Castelli & Valeria Biondolillo
Post-producer: Diana Passoni
Colour: Color en movimiento Madrid
Post-production: Exchanges VFX
Audio Post-production: Top Digital
Music | Part 1: Flavio Ibba – Marco Gualdi (publishing and mastering: Red Rose Productions)
Music | Part 2: “I Feel Love” (P. Bellotte / G. Moroder / D. Summer), Warner Chappel Music Publishing, mastered by Flavio Ibba – Carlo Palmas, feat. Loredana Fadda (Red Rose Productions)
