Y&R Melbourne: Alfa Romeo becomes the SUV for not taking “the road most travelled”

Y&R Melbourne has played to the quest for individuality that identifies an Alfa Romeo driver in its new campaign for the Stelvio, Alfa Romeo’s first ever SUV.

“We are the conservative,” it tells its audience over images of a yoga class, a grid of office windows and perfectly aligned parked cars. “We’ve been conned.”

The new campaign, Start Something, tempts people with the qualities Alfa Romeo stands for – style, passion, exhilaration and individuality.

It’s Y&R’s first campaign for the brand since winning the pitch by Fiat Chrysler Australia late last year. It is running across TV, out of home, press and digital.

Fulvio Antonelli, director of marketing and product for Alfa Romeo, commented, “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.’

Jake Barrow, executive creative director, Y&R Melbourne, added, “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.”