I was lucky enough to work on the launch of the Alfa Romeo Giulia, the performance sedan that would hopefully cement the Italian carmaker’s long-awaited return to the U.S. market. This marque, and this car, embodies everything Italy is known for in automotive design: aggression, beauty, and passion.
The spot was designed to feature an Italian voiceover with no subtitles. For those intrigued enough, a YouTube search would lead to an annotated version of the spot, revealing why: because the Italian language is the only one that can truly express what it means to fall in love with la macchina.
And like the saddest of love stories, this one ends in heartache—the clients never ran the commercial.
Che peccato!